Heuristic-systematic Model Research Articles

PERSUASIVE STRATEGIES IN WOMAN COSMETICS ADVERTISEMENT OF SKIN WHITENING PRODUCT ON TELEVISION COMMERCIAL

This research is aimed at describing persuasive strategies in woman cosmetics advertisement, elaborating the ways of the strategies are used and investigating the reason for the use of strategies. The study is based on a descriptive qualitative method, The researcher analyzed through describing and explaining data based on persuasive strategies by Aristotle (1854).There are about 50 samples of woman cosmetics in skin whitening product from different brand. Those advertisements are in the form of video taken from the official website of the product, youtube, and watching the advertisement in television. The result of this study found that there were 32 utterances that categorized as Ethos, 12 as Pathos, and 6 as Logos. There are two process happen in this persuasive strategies,The Elaboration Likelihood Model (Central & Peripheral Route) and Heuristic Systematic Model (Heuristically Processing & Systematically Processing). Central Route 31, Peripheral Route 19. HeuristicallyProcessing 12 and Systematically Processing 38. Reasons for the use of Central Route in the advertisement should be relevant, any facts. Peripheral Route, irrelevant, and no fact. Heuristically Processing, message by expert or endorse by artist, not always giving facts. Systematically Processing, relevant, motivate the costumers, any facts.

Introduction to Special Issue: The Habit-Driven Consumer

Introduction to Special Issue: The Habit-Driven Consumer

The Influence of Information Appraisals and Information Behaviors on the Acceptance of Health Information: A Study of Television Medical Talk Shows in South Korea

ABSTRACTAs television medical talk shows have become an increasingly popular source of health information, it is important to understand the processes by which people come to accept, at times unconditionally, the information presented by these shows. Based on the heuristic-systematic model (HSM), this study explores the way by which individuals process health information from television medical talk shows. Specifically, this study examines the relationship between information exposure, information appraisals (e.g., appropriateness and incoherence), information behaviors (e.g., information seeking and sharing), and unconditional acceptance of health information. Results from a survey of 588 women in South Korean indicate that an individual’s appraisal of information as being appropriate or incoherent influences unconditional acceptance of health information. Both types of information appraisals are positively associated with information seeking, which is negatively associated with unconditional acceptance of information. In contrast, neither of these appraisals have an impact on unconditional acceptance via information sharing. Notably, when information appraisals are not considered, information exposure is positively associated with information sharing, which is then positively associated with unconditional acceptance. Implications for health information consumers and practitioners are discussed.

CEOs’ ambivalent interpretations, organizational market capabilities, and corporate entrepreneurship as responses to strategic issues

We apply the heuristic-systematic model, an information processing perspective, to examine how CEOs’ ambivalent interpretations of strategic issues affect corporate entrepreneurship (CE). Ambivalent interpretations indicate that CEOs label strategic issues as both positive and negative. Based on a two-wave survey of 170 firms in mainland China during global economic crisis that began in 2008, we find that firms’ market capabilities moderate the relationship between ambivalence and CE. Although organizations with strong market capabilities tend to adopt CE activities to cope with ambivalent environmental changes, those with weak market capabilities actually reduce their CE activities in a highly ambivalent environment.

Factors Influence Intention to Adopt Internet Medical Information on Bulletin Boards

The considerable attention that increasing needs to acquire Internet Medical Information (IMI) has received in recent years, there has been little research to systematically investigate the factors influencing users' intention to adopt the IMI. The authors apply the Heuristic-Systematic Model (HSM) to evaluate how users form the intention to adopt IMI on bulletin boards. An online survey was conducted collecting 339 questionnaires from users of bulletin boards to validate the proposed model. The authors' findings suggest that both systematic and heuristic processes had significant effects on intention to adopt information. Subjective knowledge positively moderated the systematic process, while trust in word of mouth positively moderated the heuristic process. The key contributions of this study are: (1) the HSM was examined in a natural setting instead of a laboratory setting, which made the results more credible and generalizable; (2) the HSM was extended by proposing two moderators (subjective knowledge and trust in word of mouth) to give insight into the users' considerations when evaluating IMI.

An Empirical Examination of the Influence of Information and Source Characteristics on Consumers’ Adoption of Online Reviews

The growth of online commerce has given consumers a number of convenient options to shop from. This has led to the proliferation of e-commerce players that offer variety of products and services with customer-centric terms and conditions. However, absence of avenues to test the product(s) before buying, shoppers perceive inherent risk associated with online buying, especially related to products’ quality and features, terms and conditions of sales, etc. To overcome this pre-purchase dissonance and compensate for the lack of previous experience, they look for reliable information and guidance. Hence, to make decisions, e-buyers rely on the reviews provided by other shoppers. Therefore, it becomes imperative for e-retailers to determine antecedent factors that influence the adoption of online reviews. Using heuristicsystematic model, this study has identified the relative significance of information credibility, argument quality, quantity sufficiency and source credibility in influencing the adoption of reviews available online. It was observed that the two categories of influencers impact the reviews’ adoption albeit through the two mediators - perceived usefulness and perceived value of reviews. Theoretical and practical implications have also been highlighted.

Jurors’ perceptions of scientific testimony: The role of gender and testimony complexity in trials involving DNA evidence

AbstractWith continuous advancements in forensic science, expert testimony has become more common in criminal proceedings. This study (N = 170) sought to examine the combined influence of mock juror gender, expert gender, and testimony complexity in a case involving DNA (deoxyribonucleic acid) evidence. Findings revealed that testimony complexity interacted with expert gender to influence verdict judgments. Participants were unaffected by testimony complexity when the expert was a man, but were more likely to convict when complex testimony was presented by a woman. In support of the heuristic-systematic model, expert gender elicited an effect only in high-complexity conditions—interestingly, this was exclusively the case for male mock jurors. Understanding how jurors cognitively process legal and extra-legal information may help legal actors (e.g., evidence experts, lawyers) communicate evidence and its legal relevance more effectively.

Evaluating Health Advice in a Web 2.0 Environment: The Impact of Multiple User-Generated Factors on HIV Advice Perceptions

ABSTRACTUnlike traditional media, social media systems often present information of different types from different kinds of contributors within a single message pane, a juxtaposition of potential influences that challenges traditional health communication processing. One type of social media system, question-and-answer advice systems, provides peers’ answers to health-related questions, which yet other peers read and rate. Responses may appear good or bad, responders may claim expertise, and others’ aggregated evaluations of an answer’s usefulness may affect readers’ judgments. An experiment explored how answer feasibility, expertise claims, and user-generated ratings affected readers’ assessments of advice about anonymous HIV testing. Results extend the heuristic–systematic model of persuasion (Chaiken, 1980) and warranting theory (Walther & Parks, 2002). Information that is generally associated with both systematic and heuristic processes influenced readers’ evaluations. Moreover, content-level cues affected judgments about message sources unexpectedly. When conflicting cues were present, cues with greater warranting value (consensus user-generated ratings) had greater influence on outcomes than less warranted cues (self-promoted expertise). Findings present a challenge to health professionals’ concerns about the reliability of online health information systems.

온라인 아이디어 제안 커뮤니티에서 담당자 지식수용에 영향을 미치는 요인: 한국관광공사 관광아이디어뱅크 게시판을 중심으로

최근 한국관광공사를 비롯한 많은 정부기관에서 국민들의 다양한 아이디어를 수렴하고 이를 사업에 반영하기 위해, 쌍방향 소통이 가능한 온라인 아이디어 제안 커뮤니티를 구축, 운영하고 있지만, 운영 취지에 대한 국민들의 이해 부족과 당국의 관리 의지부족으로 활용률은 극히 저조한 상황이다. 이에, 본 연구에서는 정보품질의 특성에 대한 선행연구를 바탕으로 (1) 온라인 아이디어 제안 커뮤니티 맥락에서의 아이디어 품질을 구성하는 핵심 특성요인을 도출하고, (2) 이를 다시 휴리스틱-체계 모델에 의거, 내용적 특성요인(가치성, 관련성, 참신성, 충실성)과 비내용적 특성요인(글의 길이)으로 분류한 뒤, (3) 고객 제안글에 포함된 내용적 및 비내용적 특성요인들이 온라인 아이디어 제안 커뮤니티 담당자의 지식수용에 어떠한 직접적 혹은 상호작용 영향을 미치는지에 대한 실증연구를 수행하였다. 한국관광공사의 관광아이디어뱅크에서 처리가 완료된 제안글 240개 전수 자료를 이용한 구조방정식모형 분석 결과, 내용적 특성요인 가운데 가치성, 관련성, 참신성이 담당자 지식수용에 유의한 영향을 주는 것으로 나타났으며, 비내용적 특성요인인 글의 길이는 참신성이 담당자 지식수용에 미치는 영향에 대한 정(+)의 조절효과를 갖는 것으로 확인되었다. Recently, although many government agencies, including the Korea Tourism Organization, have been operating two-way interactive online idea proposal communities in order to reflect the various ideas of citizens in business, the utilization rate is still extremely low due to the lack of public's understandings and management's commitments. Therefore, based on previous studies on the characteristics of information quality, this research (1) derives key factors constituting idea quality in the context of online idea proposal communities, (2) classifies them into the content cues (value-added, relevancy, originality, and completeness) and the non-content cue (amount of writing) according to the heuristic-systematic model, and (3) finally validates how these content/non-content cues influence the knowledge adoption of administrators in an online idea proposal community. The findings of the structural equation modeling analysis with all of the 240 completed idea proposals in the 'Tourism Idea Bank' of Korea Tourism Organization reveal that, among content cues, value-added, relevancy, and originality have a significant effect on knowledge adoption. Moreover, it is also found that amount of writing as a non-content cue has a positive moderation effect on the relationships between originality and knowledge adoption.

Selective Use of News Cues: A Multiple-Motive Perspective on Information Selection in Social Media Environments

This study investigated the effects of message and social cues on selective exposure to political information in a social media environment. Based on the heuristic-systematic model, we hypothesized that readers' selective consideration of specific cues can be explained by situational motivations. In an experiment (N = 137), subjects primed with motivational goals (accuracy, defense, or impression motivations, as well as a control group) were asked to search for information. Participants preferred attitude-consistent information and balanced information over attitude-inconsistent information, and also preferred highly recommended articles. Defense-motivated partisans exhibited a stronger confirmation bias, whereas impression motivation amplified the effects of social recommendations. These findings specify the conditions under which individuals engage in narrow, open-minded, or social patterns of information selection.

Risk Belief and Attitude Formation From Translated Scientific Messages About PFOA, an Environmental Risk Associated With Breast Cancer

ABSTRACTEvidence regarding possible environmental causes of breast cancer is advancing. Often, however, the public is not informed about these advances in a manner that is easily understandable. This research translates findings from biologists into messages at two literacy levels about perfluorooctanoic acid (PFOA), a possible environmental contributor to breast cancer. The Heuristic Systematic Model (HSM) was used to investigate how ability, motivation, and systematic and heuristic processing lead to risk beliefs and, ultimately, to negative attitudes for individuals receiving translated scientific messages about PFOA. Participants (N = 1,389) came from the Dr. Susan Love Research Foundation’s Army of Women. Findings indicated that ability, in the form of translated messages, predicted systematic processing, operationalized as knowledge gain, which was negatively associated with formation of risk beliefs that led to negative attitudes toward PFOA. Heuristic processing cues, operationalized as perceived message quality and source credibility, were positively associated with risk beliefs, which predicted negative attitudes about PFOA. Overall, more knowledge and lower literacy messages led to lower perceived risk, while greater involvement and ratings of heuristic cues led to greater risk perceptions. This is an example of a research, translation, and dissemination team effort in which biologists created knowledge, communication scholars translated and tested messages, and advocates were participants and those who disseminated messages.

An Investigation of First- versus Third-Person Risk Narrative Processing Through the Lens of the Heuristic-Systematic Model

This online experiment analyzed the effect of first- versus third-person risk narratives on 235 female college students’ affect, attitudes, risk perceptions and thoughts regarding tanning beds through the lens of the heuristic-systematic model. Participants receiving a third-person narrative reported a greater number of systematic thoughts as compared to those receiving a first-person narrative. Regardless of condition, participants reported significantly more systematic thoughts as compared to heuristic thoughts. Narrative researchers should take note that not all narratives may be processed in a heuristic manner as largely proposed by past research. Future research should delve further into the reasons why third-person messages may be processed higher along the heuristic-systematic continuum.

Processing contradictory brand information from advertising and social media: an application of the multiple-motive heuristic-systematic model

This study tested two major theoretical assumptions of the heuristic-systematic model – (1) concurrent information processing and (2) multiple processing motives – in a common advertising situation where contradictory brand information from different sources (e.g. a positive advertising claim [a persuasive argument] vs. negative consensus information from a third-party source [a persuasion cue]) was available to consumers with varying motivation (accuracy and defense motivation). Results showed that individuals employed different information processing strategies, depending on motivation type. Accuracy-motivated individuals engaged in concurrent (both cue- and argument-based) processing when involvement was high. Defense-motivated individuals sought positive valence, regardless of the level of involvement and type of information.

Factors influencing the perceived credibility of diet-nutrition information web sites

This study investigated the factors that influence the perceived credibility of web sites providing diet and nutrition information. Undergirded by the dual-processing models (i.e., Elaboration Likelihood Model and Heuristic Systematic Model), an online experiment (N = 575) was conducted to examine how perceptions of online diet and nutrition information credibility are influenced by source expertise cues and message accuracy; the effects of prior knowledge and interest in the information also were assessed. Results showed that message accuracy increased perceived credibility of the web site regardless of the level of source expertise. However, source expertise had an important effect on website credibility perceptions among those who exhibited low prior knowledge. Finally, message accuracy had a greater impact on web site credibility among those who were highly involved in the issue compared to those who were less involved. The findings increase our understanding of the factors that impact individuals’ processing of online diet and nutrition information and suggest elements practitioners should consider including to create the most effective online sources for diet and nutrition information.

The effects of firm action messages on the information processing and risk perception of customers

Product-harm crises usually lead to product recalls, which may drive the involved firms to take countermeasures, such as releasing messages relevant to their response actions. In this study, guided by the heuristic-systematic model, a case of Volkswagen automobile recalls in China in 2013 was utilized to study the influence of two types of firm action message (technical and ceremonial) on the risk perception of customers. Results showed that the messages of technical actions divided the customers into two categories. In one category, the customers applied systematic processing that increased their risk perception, whereas those in the other category employed heuristic processing that decreased their risk perception. These findings did not evidently confirm the effectiveness of technical messages. In contrast, ceremonial action messages were determined to be generally conductive to reducing the risk perception of customers, but such perception could not be completely controlled. Therefore, this study posits that firms dealing with product recall crises should release messages containing both types of firm action message.

Anti-nuclear behavioral intentions: The role of perceived knowledge, information processing, and risk perception

This study explored the key factors underlying people's anti-nuclear behavioral intentions. The protective action decision model and the heuristic–systematic model were integrated and adapted from a risk information perspective to construct a hypothetical model. A questionnaire study was conducted on a sample of residents near the Haiyang Nuclear Power Plant, which is under construction in Shandong Province, China (N=487). Results show that, as expected, perceived knowledge is vital in predicting people's information insufficiency, information seeking, systematic processing, and risk perception. Moreover, the inverted U relationship between perceived knowledge and anti-nuclear behavioral intentions is indicated in the study. Information insufficiency and information seeking also significantly predict systematic processing. Furthermore, people's behavioral intentions are motivated by risk perception but fail to be stimulated by systematic processing. Implications and recommendations for future research are discussed.

Online word-of-mouth antecedents, attitude and intention-to-purchase electronic products in Pakistan

Online word-of-mouth communication, a phenomenon that has taken hold over the last decade, is bringing major change to the lives of individuals, and specifically to consumers. Considering the rapid growth in online communication with the advent of virtual mediums, and the lack of attention this receives in developing countries, this empirical research examines the impact of online communication on consumers’ buying intentions. The study investigated the outcomes of online word-of-mouth communication on consumers’ preferences, the variables influencing an individual in using positive word-of-mouth, and their effect on consumers’ attitudes and intentions to buy electronic products. The theoretical foundation for this study, the heuristic–systematic model and attitude formation theory, laid a strong framework for collecting data from 251 internet users, which covers six measures: speaker’s trustworthiness, speaker’s expertise, speaker’s experience, word-of-mouth use, attitude and purchase intentions. Data analysis used confirmatory factor analysis and structural equation modeling to understand the effect of exogenous variables over endogenous variables, and the effect of a mediator variable between two constructs. The results show that the impact of online word-of-mouth communication, received from a trustworthy and experienced source, on receiver’s purchase intentions is mediated by attitude.

An Empirical Study of the Volkswagen Crisis in China: Customers' Information Processing and Behavioral Intentions.

Product-harm crises usually lead to product recalls, which may cause consumers concern about the product quality and safety. This study systematically examines customers' immediate responses to the Volkswagen product recall crisis in China. Particular attention was given to customers' responses to the risk information influencing their behavioral intentions. By combining the protective action decision model and the heuristic-systematic model, we constructed a hypothetical model to explore this issue. A questionnaire survey was conducted to collect data involving 467 participants drawn from the customers of Volkswagen. We used structural equation modeling to explore the model. The results show that customers' product knowledge plays an important role in their responses to the crisis. Having more knowledge would make them perceive a lower risk, but they might need even more information, making them more likely to seek and process information, and subsequently increasing their positive behavioral intentions toward the firm (that is pro-firm behavioral intentions). Risk perception increased customers' information needs, information seeking, and information processing but decreased their pro-firm behavioral intentions. In addition to promoting information seeking, information needed to also facilitate customers' systematic processing and thus increase their behavioral intentions to take corrective action. Customers' behavioral intentions were also spurred by systematic processing, but failed to be predicted by information seeking. In summary, theoretical and practical implications and suggestions for further research are also discussed.

Identification and Aftermarket Personalization with Durable Goods

ABSTRACTBlending elements of the heuristic–systematic model and social identity theory, the authors extend theory by exploring the role of intimacy as a key boundary condition for identification (ID). Specifically, this research illustrates how intimacy affects the relationship between brand characteristics (prestige and distinctiveness) and ID. Further, the authors explore the relationship between ID and aftermarket spending on accessories. In a consumer durables setting, the authors conducted a field study with 1,193 consumers and matched customer perceptions with their actual retail spending on aftermarket goods. The results suggest that an individual's intimacy with a brand may affect how prestige and distinctiveness shape their ID. In addition, results show that the relationship between ID and customer aftermarket spending is moderated by a customer's level of satisfaction. Managerial implications of the findings are also outlined.

Scientific Message Translation and the Heuristic Systematic Model: Insights for Designing Educational Messages About Progesterone and Breast Cancer Risks.

Results of ongoing scientific research on environmental determinants of breast cancer are not typically presented to the public in ways they can easily understand and use to take preventive actions. In this study, results of scientific studies on progesterone exposure as a risk factor for breast cancer were translated into high and low literacy level messages. Using the heuristic systematic model, this study examined how ability, motivation, and message processing (heuristic and systematic) influenced perceptions of risk beliefs and negative attitudes about progesterone exposure among women who read the translated scientific messages. Among the 1254 participants, those given the higher literacy level message had greater perceptions of risk about progesterone. Heuristic message cues of source credibility and perceived message quality, as well as motivation, also predicted risk beliefs. Finally, risk beliefs were a strong predictor of negative attitudes about exposure to progesterone. The results can help improve health education message design in terms of practitioners having better knowledge of message features that are the most persuasive to the target audiences on this topic.