the heuristic-systematic model (HSM)

The Heuristic-Systematic Model (HSM) explains how people process persuasive information. It suggests there are two routes: the systematic route involves careful, thoughtful analysis of the message’s content, while the heuristic route relies on mental shortcuts or cues, such as credibility or consensus. When motivation and ability are high, people tend to process information systematically. When these are low, they rely on heuristics for quicker judgments. This model helps explain why sometimes messages are carefully evaluated and other times accepted easily based on superficial cues.