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A heuristic‐systematic processing analysis of the effectiveness of product warning labels
Author(s) -
Zuckerman Adam,
Chaiken Shelly
Publication year - 1998
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199810)15:7<621::aid-mar2>3.0.co;2-h
Subject(s) - heuristics , information processing , heuristic , product (mathematics) , cognition , psychology , contrast (vision) , need for cognition , information processing theory , computer science , cognitive psychology , artificial intelligence , geometry , mathematics , neuroscience , operating system
In this article we present the heuristic‐systematic model (Chaiken, 1980, 1987; Chaiken, Liberman, & Eagly, 1989) as a theoretical framework for research on product warning labels. The model proposes two fundamental information processing modes. When processing systematically, perceivers access, scrutinize, and integrate all useful information to reach their judgment. In contrast, heuristic processing involves the use of learned knowledge structures in the form of simple decision rules, or cognitive heuristics, to reach judgments. In addition to proposing when either or both of these processing modes will occur, and with what effect, the model also specifies three different underlying types of processing motivations, termed accuracy, defense, and impression, each with implications for information processing and judgments. This model is used to explain past findings on the effectiveness of product warning labels, and to suggest new areas for future research as well as practical guidelines for the design of warning labels. © 1998 John Wiley & Sons, Inc.