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... > social science subjects > communication and media studies > communication studies > communication theory > interpersonal concepts > heuristic-systematic model
... > social science subjects > communication and media studies > communication studies > communication theory > psycho-cognitive orientations > heuristic-systematic model

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heuristic-systematic model  

Definition

  • Shelly Chaiken's heuristic-systematic model (HSM) is a “dual process” theory that identifies two coexistent, but qualitatively dissimilar, means by which receivers of persuasive messages process information. It applies to those contexts in which receivers aim to assess the validity of a point of view, to determine the truth of the persuasive message, or to connect attitudes with relevant facts. [Source: Encyclopedia of Communication Theory; Heuristic-Systematic Model]

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https://concepts.sagepub.com/social-science/concept/heuristic-systematic_model

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