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ERIC Number: EJ875456
Record Type: Journal
Publication Date: 2010-Apr
Pages: 22
Abstractor: As Provided
Reference Count: 49
ISSN: ISSN-0360-3989
Heuristic versus Systematic Processing of Specialist versus Generalist Sources in Online Media
Koh, Yoon Jeon; Sundar, S. Shyam
Human Communication Research, v36 n2 p103-124 Apr 2010
In exploring why specialist sources (e.g., are more persuasive than generalist sources (e.g.,, 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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Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A