Dual process theory

In psychology, a dual process theory provides an account of how thought can arise in two different ways, or as a result of two different processes. Often, the two processes consist of an implicit (automatic), unconscious process and an explicit (controlled), conscious process. Verbalized explicit processes or attitudes and actions may change with persuasion or education; though implicit process or attitudes usually take a long amount of time to change with the forming of new habits. Dual process theories can be found in social, personality, cognitive, and clinical psychology. It has also been linked with economics via prospect theory and behavioral economics, and increasingly in sociology through cultural analysis. The foundations of dual process theory likely come from William James. He believed that there were two different kinds of thinking: associative and true reasoning. James theorized that empirical thought was used for things like art and design work. For James, images and thoughts would come to mind of past experiences, providing ideas of comparison or abstractions. He claimed that associative knowledge was only from past experiences describing it as "only reproductive". James believed that true reasoning could enable overcoming “unprecedented situations” just as a map could enable navigating past obstacles. There are various dual process theories that were produced after William James's work. Dual process models are very common in the study of social psychological variables, such as attitude change. Examples include Petty and Cacioppo's elaboration likelihood model (explained below) and Chaiken's heuristic systematic model. According to these models, persuasion may occur after either intense scrutiny or extremely superficial thinking. In cognitive psychology, attention and working memory have also been conceptualized as relying on two distinct processes. Whether the focus be on social psychology or cognitive psychology, there are many examples of dual process theories produced throughout the past.