Peripheral Route Processing

Peripheral Route Processing (also known as Peripheral Route To Persuasion) occurs when someone evaluates a message, such as an advertisement, on the basis of physical attractiveness, background music, or other surface-level characteristics rather than the actual content of the message. For example, if you’re watching a political debate on TV and the best-dressed candidate seems the most convincing to you, you may have taken the peripheral route to being persuaded. According to the Elaboration Likelihood Model of persuasion, people tend to take this route when they are not that interested in the topic or product or when their understanding of it is low.