What is meant by a central versus peripheral route to persuasion?

Central route to persuasion: When an individual is actively processing and evaluating the message content or arguments presented to them. This usually involves careful consideration of supporting evidence, logic, and the relevance of the information.

Peripheral route to persuasion: When an individual is influenced by elements unrelated to the message content, such as likeability or perceived attractiveness of the source, emotional appeals, or cues from others (e.g., social proof).

Central route persuasion usually leads to more enduring attitude and behavioral changes, while peripheral route persuasion can be effective for short-term influence.