Petty,Cacioppo,and colleagues theorized that persuasion is likely to occur via two routes:

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Petty, Cacioppo, and colleagues' Elaboration Likelihood Model proposes that persuasion can occur through two routes, the central route (where the person is motivated and able to process the message deeply and carefully) and the peripheral route (where the person relies on superficial cues such as attractiveness of the speaker). This model suggests that the type of processing that occurs determines the strength and longevity of the persuasion.

Petty,Cacioppo,and Colleagues Theorized That Persuasion Is Likely to Occur Via