Procesamiento heurístico y Comunicación. Una revisión y su clasificación

Abstract

Heuristics can be considered as simple cognitive processes that enable quick and efficient assessments, predictions and decision making. Sometimes, especially in low information or high uncertainty, they lead to cognitive biases. The field of Communication, except for Advertising, has paid little attention to the study of heuristics. There is a remarkable lack of articles in Spanish. This review examines the literature published in Communication between year 2000 and 2012, and proposes a heuristic classification as used by the necessity of mental balance, limited cognitive abilities, generalization and emotions.