Which type of persuasive approach uses mental shortcuts to influence attitudes?

The heuristic approach is characterized by the use of mental shortcuts, or heuristics, to make quick judgments and influence attitudes. This method capitalizes on simple rules of thumb or cognitive shortcuts that allow individuals to process information rapidly without needing to engage in deep, analytical thinking. For example, people might rely on cues such as the credibility of a source, the attractiveness of a message, or the sheer number of arguments presented rather than critically assessing the quality of the arguments themselves.

This approach contrasts with other methods that require more systematic processing of information. Systematic processing involves a thorough evaluation of arguments and evidence, while the logic-based approach focuses on rational analysis and logical reasoning. The emotion-driven approach emphasizes the use of feelings to sway attitudes, but it does not primarily rely on mental shortcuts in the same way as the heuristic approach does. Thus, the heuristic approach is distinct in its reliance on these cognitive shortcuts, making it a particular style of persuasion that is often effective but may lead to biased conclusions if the shortcuts are not grounded in thorough information evaluation.