Persuasion8ov - Heuristic Systematic model another dual...

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Heuristic Systematic model: another dual process model of attitude change
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Heuristic vs. Systematic processing |-----------------*---|---------------------------------| |--------------------|-------------*------------------| Principle of least effort: first try heuristic processing and if unable to reach sufficiency threshold, then one begins systematic processing Heuristic processing Systematic processing Sufficiency threshold Low confidence High confidence Sufficiency threshold Heuristic processing Systematic processing Low confidence High confidence
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Heuristic systematic Systematic: when there is a large discrepancy between desired confidence and actual confidence held Heuristic: when there is no discrepancy or a small discrepancy between the desired confidence and actual confidence held about attitude Either decreasing actual confidence or increasing desired confidence will increase systematic processing
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Heuristic-systematic motivation What would increase the level of desired confidence one would want to hold? Accuracy motivation: strive to hold correct attitudes Defensive motivation: strive to defend self- definitional attitudes Impression motivation: strive to hold attitudes that socially acceptable and satisfy social goals
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Reciprocity Law 40 of Power Despise the Free Lunch What is offered for free is dangerous – it usually involves either a trick or a hidden obligation.
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