Central Route Processing

The Central Route Processing (also known as Central Route to Persuasion) is a method of persuasion (i.e., a way to persuade others). This method focuses on facts and the content of the message in order to convince the listener, as opposed to relying on peripheral factors like the personality of the speaker, or how the message was delivered. For example, a TV ad that presents laboratory findings to demonstrate the effectiveness of an acne treatment would be using the Central Route to Persuasion, as opposed to one that only uses a celebrity endorser.

This method of persuasion works best when the facts presented are strong, the topic is relevant to the listener, and the audience is motivated to listen. Successful use of the Central Route to Persuasion results in long-lasting and enduring attitude change in the listener.