peripheralroute
The peripheral route to persuasion is a concept within the elaboration likelihood model (ELM) of persuasion. It describes a pathway by which attitudes and beliefs are changed not through careful consideration of a message’s content, but through superficial cues and heuristics associated with the message or its source.
This route is contrasted with the central route, which involves careful scrutiny of the message arguments and
Attitude changes achieved via the peripheral route tend to be weaker and more susceptible to change or
Critics note that the dichotomy between central and peripheral processing can be overly simplistic; individuals may