Person-Effects and Heuristic-Systematic Processing
- 29 June 2002
- journal article
- Published by SAGE Publications in Communication Research
- Vol. 29 (3), 320-359
- https://doi.org/10.1177/0093650202029003005
Abstract
The study explores the relationship between heuristic and systematic processing and first-, second-, and third-person effects. Controversy surrounding a referendum over the Confederate battle emblem appearing on the Mississippi state flag served as a backdrop for a survey of residents (N = 520) concerning the perceptions of the media's influence on self and others. Results suggest that accuracy-motivated heuristic and systematic processing shows a limited relationship to third- and first-person effects while at the same time demonstrating a robust relationship with transpersonal (second-person) effects. The study revealed that inferred attention of others to the flag issue accounted for additional variance beyond inferred exposure. In addition, systematic processing and second-person effects emerged as significant predictors of indicators of civic participation, discussion and voting, and media censorship. Implications of using the heuristic-systematic model in areas such as political campaigns, social capital and trust, agenda-setting, framing, and the spiral of silence are discussed.Keywords
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