ABSTRACT
In this chapter we will briefly examine the two positions. We will argue that, although recent evidence emphasizes the importance of automatic processes and momentum appears to be with this approach, the automatic approach still falls short from offering a comprehensive view and a satisfactory prediction of behavior. In particular, we will argue that, whereas it is clear that automatic processes play an important role and should be taken into account in any attempt to explain and predict human behaviors, they alone cannot suffice to fully explain behavior. We will then review the mainstream approach within the deliberative camp and identify areas for improvement. The core of this chapter will be on proposing an alternative conceptualization of attitude theory that offers a deeper understanding and improved prediction of prevolitional processes. We also review empirical evidence supporting our conceptualization. Finally, we will discuss possible extensions of the models and future directions of research.
