This chapter focuses on the role of motivation in the Reflective and Impulsive Model (RIM) (Strack & Deutsch, 2004), and related dual-process models, with an emphasis on addiction. We will first consider motivational processes in the RIM and related dual-process models of addiction, then review studies assessing aspects of these models, including assessment and intervention studies. In the next section we discuss theoretical issues with dual-process models and the role of motivation in these models, and discuss some alternatives. We end with our current perspective on the role of cognitive-motivational processes in addiction.