Chaiken S, Maheswaran D
Department of Psychology, New York University, New York 10003.
J Pers Soc Psychol. 1994 Mar;66(3):460-73. doi: 10.1037//0022-3514.66.3.460.
High- and low-task-importance Ss read a strong or weak unambiguous message or an ambiguous message that was attributed to a high- or low-credibility source. Under low task importance, heuristic processing of the credibility cue was the sole determinant of Ss' attitudes, regardless of argument ambiguity or strength. When task importance was high and message content was unambiguous, systematic processing alone determined attitudes when this content contradicted the validity of the credibility heuristic; when message content did not contradict this heuristic, systematic and heuristic processing determined attitudes independently. Finally, when task importance was high and message content was ambiguous, heuristic and systematic processing again both influenced attitudes. Yet, source credibility affected persuasion partly through its impact on the valence of systematic processing, confirming that heuristic processing can bias systematic processing when evidence is ambiguous. Implications for persuasion and other social judgment phenomena are discussed.
高任务重要性和低任务重要性的被试阅读了一条强烈或微弱的明确信息，或者一条归因于高可信度或低可信度来源的模糊信息。在低任务重要性条件下，无论论据的模糊性或强度如何，对可信度线索的启发式加工是被试态度的唯一决定因素。当任务重要性高且信息内容明确时，如果该内容与可信度启发式的有效性相矛盾，那么仅系统加工决定态度；当信息内容不与该启发式相矛盾时，系统加工和启发式加工独立地决定态度。最后，当任务重要性高且信息内容模糊时，启发式加工和系统加工再次都影响态度。然而，来源可信度部分地通过其对系统加工效价的影响来影响说服力，这证实了当证据模糊时，启发式加工会使系统加工产生偏差。文中讨论了对说服及其他社会判断现象的启示。
