ABSTRACT
Most persuasion research since the mid-1980s has been based on theories that incorporate the assumptions of the cognitive response approach about active, effortful processing, but also include hypotheses about persuasion effects based on effortless processing. These dual-processing theories are the elaboration likelihood model (ELM; Petty & Cacioppo, 1986a,b; Petty & Wegener, 1999) and the heuristic-systematic model (HSM; Bohner et al., 1995; Chaiken, 1987; Chaiken et al., 1989; Chen & Chaiken, 1999). Both have been developed into comprehensive frameworks of persuasion (and beyond; see Chaiken et al., 1989; Chen & Chaiken, 1999), and both distinguish two prototypical modes of persuasion that form the poles of a continuum of processing effort. In this chapter, we present and critically compare both models and then brie¯y introduce a recently proposed singleprocess alternative.
