Abstract
The present study examined whether the heuristic processing and systematic processing in persuasion influenced each other (the Heuristic systematic model; Chaiken, 1980). Two hundred ninety five college students received a persuasive message advocating “to require a graduation examination in colleges”. The source credibility, expectancy of success, argument strength, issue involvement were manipulated in factorial design. The results indicated that the source credibility functioned as a heuristic cue in the condition in which participants issue involvement was high, and thus suggested the co-occurence of the heuristic and systematic processing. The result further suggested that the two kinds of heuristic cues, credibility and expectancy, influenced the attitude separately, not simultaneously.
