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Heuristic Versus Systematic Processing of Specialist Versus Generalist Sources in Online Media
- Issue Date
- Apr-2010
- Publisher
- WILEY-BLACKWELL PUBLISHING, INC
- Citation
- HUMAN COMMUNICATION RESEARCH, v.36, no.2, pp.103 - +
- Indexed
- SSCI
AHCI
SCOPUS
- Journal Title
- HUMAN COMMUNICATION RESEARCH
- Volume
- 36
- Number
- 2
- Start Page
- 103
- End Page
- +
- ISSN
- 0360-3989
- Abstract
- In exploring why specialist sources (e.g., CNN.com) are more persuasive than generalist sources (e.g., CBS.com), this study examines theoretical mechanisms related to information-processing differences caused by these sources. When we have a chain of sources (Websites and agents) in online media, does specialization of one of them bias the processing of underlying information? Does it trigger the authority heuristic and promote heuristic, rather than systematic, processing? If so, does it affect affective trust more than cognitive trust? An experiment (N = 140) was conducted with an online wine shopping task. Participants showed greater trust in Website, Web agent, and product descriptions when exposed to a specialist Web agent than to a generalist Web agent. Theoretical implications are discussed.
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Collections - Graduate School > Interaction Science > 1. Journal Articles
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