COMMENTARIES Dual-Mode Processing in the Pursuit of Insight Is No Vice

نویسنده

  • Icek Ajzen
چکیده

In their interesting and provocative target article, Kruglanski and Thompson (see also Kruglanski, Thompson, & Spiegel, 1999) take issue with dual-mode processing models in persuasion and, by implication, with all such models in social psychology. These models have become increasingly popular in the past two decades and are now used to explain such diverse phenomena as stereotyping, impression formation, maintenance of relationships, social identity, and persuasion (see Chaiken & Trope, 1999). If the analysis and conclusions offered by Kruglanski and Thompson were accepted, they would profoundly alter our hard-gained understanding of the persuasion process and force us to reexamine much of the work that has been performed in this domain in the past 25 or 30 years. Until the emergence of the dual-mode processing theories in the 1980s, persuasion research was characterized by an embarrassing amount of inconsistent findings and an almost complete lack of generalizable conclusions (cf. Eagly & Himmelfarb, 1974). The distinction between processing of peripheral cues external to the message and processing of message-relevant arguments has done much to illuminate the persuasion process and to account for the inconsistent findings in prior work. Kruglanski and Thompson would have us do away with this distinction and replace the dual-mode processing models with a unimode model of reasoning based on Kruglanski’s (1989) theory of lay epistemics. In my opinion, this suggestion is ill advised; it would lead us in the wrong direction and jeopardize progress in the field.

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تاریخ انتشار 1999