Glossary H

Heterozygous when the alleles in a pair of chromosomes differ from each other; having two (2) two different alleles.

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Heuristic refers to a rule of thumb that often helps in solving a certain class of problems, but makes no guarantees. Likewise, a rule-of-thumb strategy that enables quick, efficient judgments.

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Heuristic persuasion attitude change resulting from cues which indicate that the position advocated in a message is valid

Heuristic processing refers to superficial analysis of a message that focuses on cues indicating the validity or invalidity of the advocated position

Heuristic value refers to a criterion for evaluating the scientific merit of theories. An Heuristic theory is one that continues to stimulate new research and new discoveries

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Heuristic-systematic model of persuasion refers to the theory that there are two (2) ways in which persuasive communications can cause attitude change; people either systematically process the merits of the arguments or use mental shortcuts (Heuristics ), such as "Length equals strength"

Heuristic/systematic model refers to a theory that posits two (2) routes to persuasion, via either conscious or automatic processing

Heuristics is defined as informal, intuitive, speculative strategies that sometimes lead to an effective solution and sometimes do not; mental shortcuts that provide quick estimates about the likelihood of uncertain events

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