Title

Linking the Heuristic-Systematic Model and Depth of Processing

Document Type

Article

Language

eng

Format of Original

28 p.

Publication Date

12-2002

Publisher

SAGE Publications

Source Publication

Communication Research

Source ISSN

0093-6502

Original Item ID

doi: 10.1177/009365002237833

Abstract

This study draws a nexus between heuristic-systematic information processing and the theory of planned behavior through a model of risk information seeking and processing. The model proposes that the form of information processing individuals apply to risk information from the media and other sources affects beliefs, evaluations, and attitudes considered important to making judgments about performing risk-reducing behaviors. This study found that deeper, more systematic processing of risk information is positively related to evaluation strength, attitude strength, and the number of strongly held behavioral beliefs actively considered by respondents when thinking about environmental hazards. The relationships were consistent, appearing across two communities and three risks (two health risks and one ecological risk), and held up under multiple statistical controls.

Comments

Communication Research, Vol. 29, No. 6 (December 2002): 705-732. DOI.