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

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The dual-process model of persuasion proposed by Petty, Cacioppo, and colleagues suggests that persuasion can occur through two routes: the central route and the peripheral route. The central route involves processing and evaluating the content of a persuasive message deeply and thoughtfully, while the peripheral route involves being influenced by cues that are peripheral to the message itself, such as the attractiveness or credibility of the person delivering the message.

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