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Heuristic-Systematic Model of Information Processing, or HSM, is a widely recognized communication model by Shelly Chaiken that attempts to explain how people receive and process persuasive messages. The model states that individuals can process messages in one of two ways: heuristically or systematically. The guiding belief with this model is that individuals are more apt to minimize their use of cognitive resources thus affecting the intake and processing of messages. HSM is quite similar to Elaboration Likelihood Model, or ELM. Both models were predominantly developed in the early-to-mid 1980’s and share many of the same concepts and ideas.〔Albarracin, D., Johnson, B. T., & Zanna, M. P. (2005). The handbook of attitudes. Mahwah, N.J: Lawrence Erlbaum Associates Publishers.〕 == History == Early research investigating how people process persuasive messaging focused mainly on cognitive theories and the way the mind processed individual inputs. One of the early guiding principles of underlying motivations of persuasive communications came from Leon Festinger’s (1950) statement that incorrect or improper attitudes are generally maladaptive and can have deleterious behavioral, affective, and consequences. In 1953, Hovland, Janis, and Kelley noted that a sense of "rightness" accompanies holding opinions similar to the opinions of others. In 1987, Holtz and Miller reaffirmed this line of thought by noting, “When other people are perceived to hold similar attitudes, one's confidence in the validity of one's own attitude is increased.” 〔Petty, R.E. & Cacioppo, J.T. (1986), Communication and Persuasion: Central and Peripheral Routes to Attitude Change. New York; Springer-Verlag〕 Another concept that contributed to the HSM was the Sufficiency Principle. This principle reflected widespread notions that people use limited cognitive resources, or use an “economy-minded” approach to information processing when presented with persuasive information. Based on this thought, early assumptions said people were at least partially guided by the “principle of least effort.” This principle stated that in the interest of economy, the mind would often process with the least amount of effort (heuristic), and for more detailed information processing would use more effortful processing (systematic). This was the major difference when compared with the ELM, which described the two different ways information was processed, through central and/or peripheral processing.〔Chaiken, S., & Trope, Y. (1999). Dual-process theories in social psychology . New York: Guilford Press.〕 Ideas contributing to the development of both persuasion models continue to be refined, “Although people want to hold correct attitudes, the amount and nature of issue-relevant elaboration in which they are willing or able to engage to evaluate a message vary with individual and situational factors." 〔 The developer and main researcher of the HSM was Dr. Shelly Chaiken, a now-retired social psychologist. She first received her BS from the University of Maryland, College Park in 1971 for mathematics. She later earned her MS (in 1975) and her PhD (in 1978) at the University of Massachusetts Amherst in social psychology. In her last position before retiring, Chaiken worked as a professor of psychology at New York University. Under her direction, the HSM has undergone several major revisions. As she noted in 1980 and 1987, the model specified the two modes of heuristic and systematic processing. Then, Dr. Chaiken (''et al.'') noted in 1989 that the model was extended to specify the psychological conditions for triggering the modes of processing in terms of the discrepancy between actual and desired subjective confidence. In 1986, Dr. Chaiken, and others, updated the model to include underlying motivations.〔Dillard, James, and Michael Pfau. The persuasion handbook : developments in theory and practice. Thousand Oaks, CA: Sage Publications, 2002. Print.〕 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Heuristic-systematic model of information processing」の詳細全文を読む スポンサード リンク
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