Application of the Heuristic-Systematic Model to Chronic wasting Disease Risk perceptions

The heuristic-systematic model (HSM) suggests that when presented with a choice, individuals will use either heuristic or systematic processing modes to arrive at a judgment. In this paper, we evaluate the HSM model in the context of hunter perceptions toward chronic wasting disease (CWD), a neurological disease found in members of the family Cervidae that threatens the health of cervid populations and the flow of benefits humans derive from them. Data were obtained from surveys of hunters who harvested inside (N = 1500) and outside (N = 3500) of Disease Management Areas (DMAs) across the state of Minnesota with an overall response rate of ∼33%. Results suggested that self-efficacy and information sufficiency were associated with heuristic processing, while motivation was associated with systematic processing. Heuristic processing was associated with lower levels of perceived risk than systematic processing. Our results have implications for the communication efforts related to CWD management and engagement with the public.