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A heuristic device is used when an entity X exists to enable understanding of, or knowledge concerning, some other entity Y. A good example is a model that, as it is never identical with what it models, is a heuristic device to enable understanding of what it models. Stories, metaphors, etc., can also be termed heuristic in this sense.
With heuristic processing, there is less need to process information and cognitively in comparison to systematic processing. Heuristic processing occurs when people simply form immediate decisions and conclusions based on the information available versus analytical processing of information given that obviously requires more cognition.
Availability heuristics can be a useful tool for assessing frequency or probability of an event. [4] Individuals that employ the availability heuristic evaluate the frequency of events based on the quickness with which pertinent instances come to mind. [5] The representativeness heuristic is a special case of availability.
Uses and gratifications theory was developed from a number of prior communication theories and research conducted by fellow theorists. The theory has a heuristic value because it gives communication scholars a "perspective through which a number of ideas and theories about media choice, consumption, and even impact can be viewed". [11] [12] [13 ...
An example of how persuasion plays a role in heuristic processing can be explained through the heuristic-systematic model. [108] This explains how there are often two ways we are able to process information from persuasive messages, one being heuristically and the other systematically.
An availability heuristic is a mental shortcut that relies on immediate examples that come to a given person's mind when evaluating a specific topic, concept, method, or decision. As follows, people tend to use a readily available fact to base their beliefs on a comparably distant concept.
Message design logic is a communication theory that makes the claim that individuals possess implicit theories of communication within themselves, called message design logics. [1] Referred to as a “theory of theories,” Message Design Logic offers three different fundamental premises in reasoning about communication . [ 2 ]
The heuristics-and-biases approach looks at patterns of biased judgments to distinguish heuristics from normative reasoning processes. Early studies supporting this approach associated each heuristic with a set of biases. These biases were "departures from the normative rational theory" and helped identify the underlying heuristics. [7]