Heuristic Systematic Model

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The Heuristic Systematic Model (HSM for short, German Heuristic Systematic Model ) is a model developed by Shelly Chaiken in 1989 for processing information about persuasive messages. Similar to the Elaboration Likelihood Model (ELM), it is one of the two-process theories of persuasion .

Basic assumptions

Processing of persuasive messages

The HSM distinguishes between two different modes that play a role in the processing of persuasive messages. The potentially attitude-changing effect of a message is based, depending on the individual's motivation and the available processing capacity, on a complex interplay of both processing paths:

  • The heuristic processing is mainly used when the individual has a low motivation or processing capacity and a heuristic cue, the signal than for the possibility of applying a heuristic is used, is present. It is a fast, simple and not very resource-intensive information processing , which is characterized by the use of heuristics, schemes and stereotypes . The heuristic processing can accordingly be understood as a kind of normal mode of information processing, which always influences when a heuristic cue can be perceived.
  • A systematic processing takes place then in addition, if the individual has a sufficiently high level of motivation and processing capacity to process the persuasive message. It manifests itself in a detailed and critical information processing of the arguments put forward. A systematic processing requires a high expenditure of cognitive resources and takes into account individual information and attitudes of the individual.

Interaction of the processing modes

The heuristic and the systematic processing mode together influence the persuasion process through a specific interaction of an additive or interactive nature:

  • Attenuation (attenuation): The attenuation heuristic effects by systematic processing.
  • Additivity : The additive interaction of both processing methods.
  • Distortion (bias): Systematic processing that is distorted in the direction of heuristic cues (more likely in the case of ambiguous arguments).
  • Contrast : A systematic processing that is distorted in contrast to the heuristic expectation (with clearly discrepant attitudes).

Processing motifs

The processing of persuasive messages takes place according to the assumptions of the HSM according to three specific motives:

  1. Striving for accuracy: People strive to have the correct attitudes possible .
  2. Defense of existing attitudes (defense): Once an individual has developed a strong attitude, this is defended in contrary attempts at persuasion.
  3. Impression management ( impression management ): Any behavior of a person, which seeks the impression form the other people of this to control to your taste.

Differentiation from the Elaboration Likelihood Model

Like the HSM, the ELM states that both processing paths can occur in parallel, but the interaction of the processing paths is only specified in more detail by the HSM.

In addition to striving for the correctness of the acceptance of the ELM, the HSM adds two further processing motifs of persuasive messages with the defense of existing attitudes and impression management.

The heuristic information processing is defined more narrowly and specifically in the HSM than the peripheral route in the ELM.

Critical Aspects and Considerations

Many studies have shown that the HSM's assumptions are correct. The model is therefore considered to have proven itself empirically.

A comprehensive criticism of the two-process models and thus also of the HSM can be found in the conception of the Unimodel of Persuasion . According to the Unimodel of Persuasion, the main points of criticism of the two-process models consist in the assumption of two dichotomous processing modes and a partially one-sided design of the experiments to confirm them.

Literature and individual references

  1. ↑ a b c d e f g h i j Bohner, G. (2017). Heuristic Systematic Model (HSM). In MA Wirtz (ed.), Dorsch - Lexicon of Psychology. Retrieved September 6, 2017, from https://m.portal.hogrefe.com/dorsch/heuristische-systematisches-modell-hsm/
  2. ↑ a b Stroebe, W.-S., Jonas, K. & Hewstone, M. (2003). Social psychology. Berlin: Springer.
  3. ↑ a b c Bierhoff, H.-W. (2006). Social psychology. Stuttgart: Kohlhammer.
  4. ^ Stapf, K. & Heil, C. (2017). Impression management. In MA Wirtz (ed.), Dorsch - Lexikon der Psychologie ( portal.hogrefe.com , accessed on September 7, 2017).