Heuristic-systematic model (HSM) of persuasion

Deals with persuasion like ELM.

1. Heuristic-systematic model (HSM) of Persuasion Prepared by Arindam Bhattacharjee Research Intern at IIM Kozhikode MBA 1 st year, NIT Rourkela

2. Introduction

3. HSM comprises of …

4. Heuristic processing

5. Heuristic cues must be: Available : stored in memory for potential use Accessible : activated from memory Applicable: related to the receiver’s goals or objectives

6. Heuristic processing in pharmaceutical ads A majority of ads for pharmaceutical manufacturers relied on emotional appeals to attract consumers

7. Systematic processing

8. HSM, continued Motivation and ability to process a message are key determinants in persuasion. Sufficiency principle : People don’t want to spend too much or too little time/effort making a decision. HSM allows for the possibility of simultaneous processing (both systematic and heuristic) Example: A thinks B looks really cool and, after doing some research, he finds that B performed well in CAT exam and has higher than average reliability.

9. Choosing systematic or heuristic processing

10. Conclusion

11. THANKS