ABSTRACT
We can trace dual-process models to ancient Greece. Plato's ideal thinkers epitomized systematic, deep processing of persuasive messages; some of the Sophist writers (at least as depicted by Plato) embodied the colorful, stylistic appeals we associate with the peripheral route. Contemporary models, attempting to explain a very different world of persuasion than that which bedeviled the Greeks, hark back to the duality that preoccupied Plato in the 4th century B.C.
