The Sweeney Model

The Sweeney Model is a theoretical framework used in research to understand how individuals process information and make decisions, especially when faced with complex data. It emphasizes that people often use mental shortcuts, called heuristics, to evaluate information efficiently. The model highlights the importance of cognitive processes like attention, memory, and reasoning in shaping judgments and choices. By studying these processes, researchers can better understand human behavior, improve communication strategies, and design interventions that support better decision-making in various contexts, from marketing to public policy.