In this article we present the heuristic-systematic model (Chaiken, 1980(Chaiken, , 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.Accidents involving consumer and industrial products lead to millions of serious injuries each year (U. S. Consumer Product Safety Commission, 1995). It is possible that many of these accidents may have been 622 ZUCKERMAN AND CHAIKEN prevented if people had noticed, read, comprehended, and adhered to the on-product warnings that appear on many products and describe the hazards of their use and how to avoid them. In an attempt to promote safe product use, much empirical research has been conducted to explore the factors that determine the effectiveness of such product warning labels. The goal of this article is to use the heuristic-systematic model of persuasion (Chaiken, 1980(Chaiken, , 1987Chaiken et al., 1989) to provide a theoretical framework for this literature that can explain and integrate past findings, suggest fruitful avenues for future research, and provide practical guidelines for increasing compliance with warning label recommendations. We begin by applying the model's basic principles to this issue, and then discuss how recent extensions of the model involving different types of processing motivations may play a role as well.
THE HEURISTIC-SYSTEMATIC MODEL: BASIC PRINCIPLESThe heuristic-systematic model proposes two fundamental informationprocessing modes that people use to reach a wide variety of judgments. The systematic processing mode is a comprehensive, analytic orientation in which perceivers access, scrutinize, and integrate all useful information to reach their judgment. Although it can vary in its extensiveness, prototypical systematic processing refers to the upper end of a data-seeking/analysis/integration continuum. In contrast, the heuristic-processing mode involves the use of learned knowledge structures in the form of simple decision rules, or cognitive heuristics, to reach judgments. For example, rather than carefully consider the merits of a persuasive argument provided by an expert source, an individual may instead ch...