Abstract
Abstract The dual process models of persuasion explain how attitude change happens by linking persuasion to social cognition. Instead of specifying the effects of particular variables, they focus on the process of persuasion. The two most prominent dual process models are the elaboration likelihood model and the heuristic systematic model. They both postulate that persuasion operates via two different modes of information processing. One is more effortful and more deliberate, whereas the other is less resource demanding and less analytical. This entry provides an overview of the key terms and assumptions of both models with the goal of identifying major conceptual developments since their emergence in early 1980s. The two dual process models are compared for their similarities and differences. An outlook on future directions of the dual process models of persuasion is also included.
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