Heuristic versus systematic processing of specialist versus generalist sources in online media

Yoon Jeon Koh; S. Shyam Sundar

doi:10.1111/j.1468-2958.2010.01370.x

Heuristic versus systematic processing of specialist versus generalist sources in online media

Yoon Jeon Koh, S. Shyam Sundar

Film-Video and Media Studies

Research output: Contribution to journal › Article › peer-review

69 Scopus citations

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.

Original language	English (US)
Pages (from-to)	103-124
Number of pages	22
Journal	Human Communication Research
Volume	36
Issue number	2
DOIs	https://doi.org/10.1111/j.1468-2958.2010.01370.x
State	Published - Apr 2010

All Science Journal Classification (ASJC) codes

Communication
Developmental and Educational Psychology
Anthropology
Linguistics and Language

Access to Document

10.1111/j.1468-2958.2010.01370.x

Cite this

@article{6418e728324141db8bab530e5f3bd0d8,

title = "Heuristic versus systematic processing of specialist versus generalist sources in online media",

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.",

author = "Koh, {Yoon Jeon} and Sundar, {S. Shyam}",

year = "2010",

month = apr,

doi = "10.1111/j.1468-2958.2010.01370.x",

language = "English (US)",

volume = "36",

pages = "103--124",

journal = "Human Communication Research",

issn = "0360-3989",

publisher = "Wiley-Blackwell",

number = "2",

}

TY - JOUR

T1 - Heuristic versus systematic processing of specialist versus generalist sources in online media

AU - Koh, Yoon Jeon

AU - Sundar, S. Shyam

PY - 2010/4

Y1 - 2010/4

N2 - 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.

AB - 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.

UR - http://www.scopus.com/inward/record.url?scp=77951243240&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=77951243240&partnerID=8YFLogxK

U2 - 10.1111/j.1468-2958.2010.01370.x

DO - 10.1111/j.1468-2958.2010.01370.x

M3 - Article

AN - SCOPUS:77951243240

SN - 0360-3989

VL - 36

SP - 103

EP - 124

JO - Human Communication Research

JF - Human Communication Research

IS - 2

ER -

Heuristic versus systematic processing of specialist versus generalist sources in online media

Abstract

All Science Journal Classification (ASJC) codes

Access to Document

Other files and links

Fingerprint

Cite this