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Heuristics in digital communication media: theoretical explications and empirical observations

Heuristics in digital communication media: theoretical explications and empirical observations This study explicates the process in which heuristics triggered by technological features of digital communication media affect persuasive outcomes and demonstrates the actual operation of a heuristic by validating the “priming plus unrelated tasks” procedure and the moderated mediation analysis strategy proposed by Bellur and Sundar (2014) for measuring heuristics. In a between-subjects experiment $$(N = 100)$$ ( N = 100 ) , the being-here heuristic primed and non-primed participants were assigned a smartphone with either a large or small screen. The results indicate that both manipulations are key to greater self-reported use of the heuristic and affective trust. A follow-up analysis based on the proposed method using the PROCESS macro for SPSS captured the actual operation of the being-there heuristic. This provides statistical evidence of the role that the being-there heuristic plays in explaining why and how a larger screen leads to greater affective trust, thereby demonstrating the validity and applicability of the proposed method. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Quality & Quantity Springer Journals

Heuristics in digital communication media: theoretical explications and empirical observations

Kim, Ki
Quality & Quantity , Volume 49 (5) – Sep 23, 2014
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References (45)

Publisher
Springer Journals
Copyright
Copyright © 2014 by Springer Science+Business Media Dordrecht
Subject
Social Sciences, general; Methodology of the Social Sciences; Social Sciences, general
ISSN
0033-5177
eISSN
1573-7845
DOI
10.1007/s11135-014-0103-y
Publisher site
See Article on Publisher Site

Abstract

This study explicates the process in which heuristics triggered by technological features of digital communication media affect persuasive outcomes and demonstrates the actual operation of a heuristic by validating the “priming plus unrelated tasks” procedure and the moderated mediation analysis strategy proposed by Bellur and Sundar (2014) for measuring heuristics. In a between-subjects experiment $$(N = 100)$$ ( N = 100 ) , the being-here heuristic primed and non-primed participants were assigned a smartphone with either a large or small screen. The results indicate that both manipulations are key to greater self-reported use of the heuristic and affective trust. A follow-up analysis based on the proposed method using the PROCESS macro for SPSS captured the actual operation of the being-there heuristic. This provides statistical evidence of the role that the being-there heuristic plays in explaining why and how a larger screen leads to greater affective trust, thereby demonstrating the validity and applicability of the proposed method.

Journal

Quality & Quantity – Springer Journals

Published: Sep 23, 2014

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