A heuristic‐systematic processing analysis of the effectiveness of product warning labels
本文用启发式-系统式模型解释产品警告标签如何影响消费者信息加工，提出三种动机（准确性、防御、印象）对标签有效性的作用，为设计和研究提供指导。
In this article we present the heuristic-systematic model (Chaiken, 1980, 1987; Chaiken, Liberman, & Eagly, 1989) as a theoretical framework for research on product warning labels. The model proposes two fundamental information processing modes. When processing systematically, perceivers access, scrutinize, and integrate all useful information to reach their judgment. In contrast, heuristic processing involves the use of learned knowledge structures in the form of simple decision rules, or cognitive heuristics, to reach judgments. In addition to proposing when either or both of these processing modes will occur, and with what effect, the model also specifies three different underlying types of processing motivations, termed accuracy, defense, and impression, each with implications for information processing and judgments. This model is used to explain past findings on the effectiveness of product warning labels, and to suggest new areas for future research as well as practical guidelines for the design of warning labels. © 1998 John Wiley & Sons, Inc.