The Interplay of Heuristic and Systematic Processing of Social Information

The heuristic-systematic model (HSM) provides a general theory of social information processing. It features two modes of social information processing, a relatively effortless, top-down heuristic mode and a more effortful, bottom-up systematic mode. The model assumes that social perceivers strike a balance between effort minimization and achieving confidence in their social judgments. The HSM emphasizes three broad motivational forces: accuracy, defence, and impression motivation. Both heuristic and systematic processing can serve either of the three motives and are capable of co-occurring in an additive or interactive fashion under specified conditions. In this chapter, we describe the HSM and present illustrative research based on the model in the areas of mood and persuasion as well as minority influence.