Central processing of a persuasive message leads to more enduring attitude change than peripheral processing.
Communication is an essential part of human interaction. Persuasive messages have to be communicated verbally or nonverbally, and the goal should be to kindle a central processing response.
Petty and Cacioppo had developed a model of communication in which messages enter the mind of a person through two major pathways.
When messages are centrally processed, they elicit a series of responses. The messages cause the listener to reflect on what is being said, and to test it against their background knowledge. These messages could even impact the beliefs and behaviors of listeners.
Peripherally processed messages get only partial attention and may not have much impact on the listener.
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