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

Quality & Quantity , Volume 49 (5) – Sep 23, 2014

Loading next page...
 
/lp/springer_journal/heuristics-in-digital-communication-media-theoretical-explications-and-Q7csqEusY2
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
D.O.I.
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 & QuantitySpringer Journals

Published: Sep 23, 2014

References

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create lists to
organize your research

Export lists, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off