Central and peripheral routes to persuasion

An advertising and consumer behaviour theory explained in elaboration likelihood model by Richard Petty and John Cacioppo in relation to the information processing by the consumers when they are exposed to an advertisement. According to this theory, highly involved consumers are best reached through ads that focus on the specific attributes of the product (the central route) while uninvolved consumers can be attracted through peripheral advertising cues such as the model or the setting (the peripheral route).