Information-Processing Models and Argument-Quality Criteria in Persuasion Research

Dual-process models of persuasion, such as the elaboration-likelihood model and the heuristic-systematic model, highlight the role of information processing in persuasion. Despite their popularity, dual-process models have been repeatedly criticized for lacking an argumentation theory and for underspecifying the cognitive processes involved in persuasion. In this chapter, we first summarize some of the critiques on the dual-process approach. Next, we outline advancements in the conceptual development of theories of argument quality by highlighting three approaches to human information processing: the Bayesian approach, associative semantic networks, and research on fast and frugal heuristics in decision making. Each approach highlights specific characteristics of information processing and can be used to conceptualize argument quality in a unique way. All three approaches have in common that the proposed processes can be described in the form of if–then rules. We conclude with questions for future research.