Heuristics in digital communication media: theoretical explications and empirical observations

Ki Kim ()

Quality & Quantity: International Journal of Methodology, 2015, vol. 49, issue 5, 2187-2201

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. Copyright Springer Science+Business Media Dordrecht 2015

Keywords: Heuristic; Heuristic measure; Technological affordance; Moderated mediation (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/s11135-014-0103-y

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