Heuristic Versus Systematic Processing of Specialist Versus Generalist Sources in Online Media

Yoon Jeon Koh · S. Shyam Sundar

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Digital Marketing and Social Media Decision-Making and Behavioral Economics Psychology of Social Influence

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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References

1995AFFECT- AND COGNITION-BASED TRUST AS FOUNDATIONS FOR INTERPERSONAL COOPERATION IN ORGANIZATIONS.1997The Psychology of Attitudes 1999Dual-process theories in social psychology 2002Developing and Validating Trust Measures for e-Commerce: An Integrative Typology 1980Heuristic versus systematic information processing and the use of source versus message cues in persuasion.1997The media equation: how people treat computers, television, and new media like real people and places 2007Answering the Call for a Standard Reliability Measure for Coding Data 1985Trust as a Social Reality

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