Dual-process theories of persuasion (such as the elaboration likelihood model) maintain that persuasion is mediated by two separate routes: central and peripheral. The central route of persuasion is influenced by facts and results in longer-lasting change, but requires motivation to process. The peripheral route is influenced by superficial factors (e.g. smiling, clothing) and results in shorter-lasting change, but does not require as much motivation to process.
dual-process theories of persuasion (such as the elaboration likelihood model) maintain that persuasion is mediated by two separate routes central and peripheral the central route of persuasion is influenced by facts and results in longer-lasting change but requires motivation to process the peripheral route is influenced by superficial factors (eg smiling clothing) and results in shorter-lasting change but does not require as much motivation to process