1. 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

2. 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)

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

4. 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

6. 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 -

7. 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…

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