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Article
Linking the Heuristic-Systematic Model and Depth of Processing
Communication Research
  • Robert Griffin, Marquette University
  • Kurt Neuwirth, University of Cincinnati
  • James K. Giese, Marquette University
  • Sharon Dunwoody, University of Wisconsin - Madison
Document Type
Article
Language
eng
Format of Original
28 p.
Publication Date
12-1-2002
Publisher
SAGE Publications
Original Item ID
doi: 10.1177/009365002237833
Disciplines
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.

Citation Information
Robert Griffin, Kurt Neuwirth, James K. Giese and Sharon Dunwoody. "Linking the Heuristic-Systematic Model and Depth of Processing" Communication Research (2002) ISSN: 0093-6502
Available at: http://works.bepress.com/robert_griffin/25/