Elaboration and choice

Dhar and Gorlin (2013) proposed a dual-process perspective on choice. We applaud the effort to generate such a model, and we support the effort to integrate potentially disparate literatures under a general theoretical approach. In an attempt to further that goal of integration, we discuss similarities and differences between the proposed approach and the Elaboration Likelihood Model (Petty, 1977, Petty and Cacioppo, 1979 and Petty and Cacioppo, 1986) — one of the earliest models of evaluative judgment to propose different mechanisms and consequences of judgments formulated at different levels of motivation and ability to process available information. In addition, because many choice settings involve familiar options that have been previously evaluated, we discuss potential implications of the literature on influences of attitudes on behavior (which can often be framed as involving a choice to act or not or to act in one way rather than another). In each case, we believe that these previous social psychological literatures provide insights that could enhance and extend the proposed model.