Heuristic versus systematic information processing and the use of source versus message cues in persuasion.

  title={Heuristic versus systematic information processing and the use of source versus message cues in persuasion.},
  author={Shelly Chaiken},
  journal={Journal of Personality and Social Psychology},
  • S. Chaiken
  • Published 1 November 1980
  • Psychology
  • Journal of Personality and Social Psychology
In Experiment 1, subjects read a persuasive message from a likable or unlikable communicator who presented six or two arguments concerning one of two topics. High response involvement subjects anticipated discussing the message topic at a future experimental session, whereas low involvement subjects anticipated discussing a different topic. For high involvement subjects, opinion change was significantly greater given six arguments but was unaffected by communicator likability. For low… 

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