To Know from McRaney (2011) Availability heuristic Affect heuristic Tversky & Kahneman experiment Affect heuristic Emotions & first impressions Reward/risk pattern recognition study Texas Sharpshooter Fallacy Cause-effect role Forer’s (1948) study Forer effect Subjective validation

Most humans (and animals)… (Cialdini, 2001) Have & Most often Evolve into , then attitudes/beliefs/values Rely on – specif’s of incoming “intruder” Often in form of reason – (Langer, Blank, & Chanowitz, 1978) or – mental shortcut to how we “know” (Chaiken & Trope, 1999)

To deal more deliberately than that, humans must have… HOW we deal depends on:

Elaboration Likelihood Model (ELM) Petty & Cacioppo, 1986 2 basic routes to pers operate together route Cog. elaboration Thinking about Messg content Reflecting on Messg ideas/info Scrutinizing evidence & reasoning presented Pers  Focus on cues not directly related to messg substance Persuasion  (Petty, Haugtvedt, & Smith, 1995) Continuum: TO

Parallel Processing Do both central & peripheral cues (Petty, Kasmer et al., 2004) Usually ;favor one over other Figuring out which route depends on: to engage in central processing Reflected as “high involv” to process info Other factors: Distractions - Time constraints - Mood - Need for cognition -

Heuristic Systematic Model (HSM) Chaiken & Eagly, 1989 2 diff modes processing info: processing Thoughtful & deliberate Mental shortcuts or simplify process Similar to ELM, HSM also: says simultaneous Messg processing cites motivat & ability determ. which path taken most But HSM adds additional…

Sufficiency Principle Strive to know only what’s to make decis. Balance b/w & Balance heuristic & systematic processing for best