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In their thought-provoking target article, Kruglanski and Thompson have raised a number of interesting and important questions about the need for dual or multiprocess conceptualizations of persuasion over a single process model. As we outline in this response, we actually concur with much of what Kruglanski and Thompson have to say. We think that much of their disenchantment with the Elaboration Likelihood Model of persuasion (ELM; Petty & Cacioppo, 1981, 1986) can be traced to some fundamental misunderstandings of the theory. With the plethora of dual-process models of judgment that now exist in psychology, this is understandable. Nevertheless, an important disagreement remains as