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

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Petty, Cacioppo, and colleagues' theory of persuasion proposes that there are two routes to persuasion: central and peripheral. The central route involves a person carefully evaluating the logic and arguments presented in a persuasive message, while the peripheral route involves being influenced by non-argumentative cues, such as the attractiveness or credibility of the speaker.

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