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Heuristic Systematic Model

Published on Nov 22, 2015

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PRESENTATION OUTLINE

1.

THE HEURISTIC SYSTEMATIC MODEL

DECISION RULES AND PROCESSING
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2.

HEURISTIC SYSTEMATIC MODEL

  • Shelley Chaiken and Alice Eagly
  • Parallel modes of processing
  • Systematic (thoughtful deliberation)
  • Heuristic processing (decision rules)
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3.

DECISION RULES AND HEURISTIC CUES

  • Mental shortcuts
  • Attractiveness
  • Habit
  • Packaging, etc.
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4.

SUFFICIENCY PRINCIPLE:

PEOPLE LEARN ONLY WHAT THEY THINK THEY NEED TO KNOW AND NO MORE.
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5.

PRIMARY REFERENCE

  • Robert H. Gass and John S. Seiter
  • Persuasion, Social Influence and Compliance Gaining
  • 4th edition, Allyn and Bacon
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Barry Morris