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Heuristic-Systematic Model

  • By: Bryan B. Whaley
  • In: Encyclopedia of Communication Theory
  • Edited by: Stephen W. Littlejohn & Karen A. Foss
  • Subject:General Media, Communication & Cultural Studies, Communication Theory

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 ...

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