Shelly Chaiken

Shelly Chaiken is a social psychologist known for her research on how people form and change their attitudes and beliefs. She developed the “Heuristic-Systematic Model,” which explains that individuals process persuasive information either through careful, detailed analysis (systematic processing) or by relying on mental shortcuts and cues (heuristic processing). Her work helps us understand why people accept or reject messages, such as advertisements or political opinions, based on factors like credibility, attractiveness, or emotional appeal. Chaiken’s research provides insight into decision-making processes and how social influence operates in everyday life.