Peripheral Route

The Peripheral Route is a way people process information and make decisions based on superficial cues rather than careful analysis. Instead of critically evaluating the content, they are influenced by factors like the attractiveness of the speaker, catchy slogans, or appealing visuals. This route is quicker and easier but may result in less lasting attitude change. It contrasts with the Central Route, where individuals thoughtfully consider the actual message and evidence. Peripheral cues are effective in gaining attention and influencing those less motivated to analyze detailed information.