Which of these is a key difference between the Central and Peripheral Routes?

The key difference between the Central and Peripheral Routes lies in the depth of processing that each route employs. The Central Route is characterized by deep processing, which means it involves careful consideration and evaluation of the content of the message. This route typically requires the audience to engage cognitively with the information, leading to more lasting attitude change. When individuals are motivated and capable of processing the message, they are more likely to think critically and form informed opinions based on strong arguments presented.

In contrast, the Peripheral Route involves shallow processing, which is often based on superficial cues rather than the actual content of the arguments. This might include the attractiveness of the presenter, catchy slogans, or other external factors that do not require deep cognitive engagement. As a result, attitudes formed through the Peripheral Route tend to be less stable and less resistant to change.

By understanding this distinction, marketers can tailor their communication strategies depending on their target audience's involvement and motivation level.