HEURISTIC PROCESSING CAN BIAS SYSTEMATIC PROCESSING - EFFECTS OF SOURCE CREDIBILITY, ARGUMENT AMBIGUITY, AND TASK IMPORTANCE ON ATTITUDE JUDGMENT
HEURISTIC PROCESSING CAN BIAS SYSTEMATIC PROCESSING - EFFECTS OF SOURCE CREDIBILITY, ARGUMENT AMBIGUITY, AND TASK IMPORTANCE ON ATTITUDE JUDGMENT
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DOI：
10.1037/0022-3514.66.3.460
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发表时间：
1994-03-01
影响因子：
7.6
通讯作者：
MAHESWARAN, D
中科院分区：
文献类型：
--
作者：
CHAIKEN, S;MAHESWARAN, D
高和低任务重要性的学生阅读一个强或弱的明确的信息或一个模糊的信息，这是归因于高或低的可信度来源。在低任务重要性条件下，可信性线索的启发式加工是学生态度的唯一决定因素，而不受论元歧义和强度的影响。当任务的重要性很高，消息内容是明确的，系统的处理单独确定的态度时，该内容相矛盾的可信度启发式的有效性;当消息内容并不矛盾，这种启发式的，系统和启发式的处理独立确定的态度。最后，当任务的重要性高，信息内容是模糊的，启发式和系统的处理再次影响态度。然而，来源的可信度影响说服部分通过其影响的效价系统处理，证实了启发式处理时，证据是模糊的系统处理的偏见。说服和其他社会判断现象的影响进行了讨论。
High- and low-task-importance Ss read a strong or weak unambiguous message or an ambiguous message that was attributed to a high- or low-credibility source. Under low task importance, heuristic processing of the credibility cue was the sole determinant of Ss' attitudes, regardless of argument ambiguity or strength. When task importance was high and message content was unambiguous, systematic processing alone determined attitudes when this content contradicted the validity of the credibility heuristic; when message content did not contradict this heuristic, systematic and heuristic processing determined attitudes independently. Finally, when task importance was high and message content was ambiguous, heuristic and systematic processing again both influenced attitudes. Yet, source credibility affected persuasion partly through its impact on the valence of systematic processing, confirming that heuristic processing can bias systematic processing when evidence is ambiguous. Implications for persuasion and other social judgment phenomena are discussed.