Attitudes and Persuasion: Learn It 4—Central and Peripheral Routes to Persuasion

The Elaboration Likelihood Model

An especially influential model that describes the dynamics of persuasion is the elaboration likelihood model (ELM) of persuasion (Petty & Cacioppo, 1986). The elaboration likelihood model builds on the Yale attitude change approach, incorporating features of the source, message content, and audience characteristics to predict when and how attitude change will occur.

According to the ELM, there are two main routes through which persuasive messages influence us: the central route and the peripheral route. Which route is taken depends largely on the audience’s motivation and ability to carefully process the message.

A diagram shows two routes of persuasion. A box on the left is labeled “persuasive message” and arrows from the box separate into two routes: the central and peripheral routes, each with boxes describing the characteristics of the audience, processing, and persuasion. The audience is “motivated, analytical” in the central route, and “not motivated, not analytical” in the peripheral route. Processing in the central route is “high effort; evaluate message” and in the peripheral route is “low effort; persuaded by cues outside of message.” Persuasion in the central route is “lasting change in attitude” and in the peripheral route is “temporary change in attitude.”
Figure 1. Persuasion can take one of two paths, and the durability of the end result depends on the path.

 central route persuasion

The central route to persuasion is logic-driven and uses data, facts, and compelling arguments to convince people of a position’s worthiness. This is a direct route that focuses on the quality and strength of the information itself.

How the Central Route Works

For example, a car company seeking to persuade you to purchase their model will emphasize the car’s safety ratings, fuel economy statistics, reliability data, and warranty coverage. They present concrete evidence that their car is a smart choice.

For the central route to be effective in changing attitudes and behaviors, the argument must be strong and well-reasoned. When successful, the central route results in lasting attitude change because the person has carefully considered the evidence and been genuinely convinced.

When the Central Route Works Best

The central route is most effective when the audience is:

  • Motivated to think carefully about the issue
  • Able to process the information (not distracted, has sufficient knowledge)
  • Analytical and willing to engage deeply with the content

Central Route Examples

From an advertiser’s perspective, what products are best sold using the central route? Products that involve significant investment or require careful consideration work well with this approach:

  • Computers: Small business owners evaluating processing speed, memory capacity, reliability, and warranty terms
  • Medical treatments: Patients and healthcare providers examining clinical trial data, side effects, and efficacy rates
  • Financial services: Investors analyzing interest rates, fees, historical performance, and risk profiles

peripheral route persuasion

The peripheral route is an indirect route that uses peripheral cues—surface-level features rather than argument quality—to associate positivity with the message (Petty & Cacioppo, 1986). Instead of focusing on facts and product quality, the peripheral route relies on associations with positive characteristics such as attractive spokespersons, pleasant music, humor, or celebrity endorsement.

How the Peripheral Route Works

For example, having a popular athlete advertise athletic shoes is a common method used to encourage young adults to purchase the shoes. The message isn’t “these shoes have superior cushioning technology”—it’s “this person you admire wears these shoes.”

This route requires little effort or information processing from the audience. While it may promote positive feelings toward the message or product, it typically results in less permanent attitude or behavior change compared to the central route.

When the Peripheral Route Works Best

The peripheral route is most effective when the audience is:

  • Not motivated to think carefully about the issue
  • Unable to process the information (distracted, lacks expertise)
  • Relying on mental shortcuts rather than deep analysis

The audience may not even consciously notice the persuasion attempt, as in the strategy of product placement—putting products with clear brand names in TV shows or movies to promote them (Gupta & Lord, 1998). For example, one season of American Idol prominently showed judges drinking from cups displaying the Coca-Cola logo.

Peripheral Route Examples

What products are best sold using the peripheral route? Products involving less personal investment or everyday purchases often use this approach:

  • Clothing and fashion: Retailers focus on celebrities wearing their styles or the emotional appeal of looking attractive
  • Soft drinks and snacks: Advertisements emphasize fun, social connection, and attractive people enjoying the product
  • Beauty products: Marketing relies on attractive models and associations with glamour rather than ingredient lists