Persuasion splits into two routes: careful reasoning, or surface cues

Petty and Cacioppo's model says people process persuasive messages one of two ways. On the 'central route' they weigh the actual arguments, producing attitudes that last and resist counter-argument. On the 'peripheral route' — used when motivation or ability to think is low — they're swayed by cues like a speaker's credibility or sheer number of arguments, producing weaker, more fragile attitude change.

— Richard E. Petty, John T. Cacioppo, Communication and Persuasion: Central and Peripheral Routes to Attitude Change — Springer-Verlag, 1986
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