Final answer:
The central route to persuasion is most effective when individuals pay close attention to the facts, using logic and details to form lasting attitudes. Alternatively, the peripheral route relies on external cues such as the credibility and attractiveness of the presenter and works better when attention is limited.
Step-by-step explanation:
When people pay close attention to the facts, the central route to persuasion is the most persuasive, but when subjects are not paying full attention, such as during a television commercial, the peripheral route may work better. The central route is logic-driven and relies on the use of data and facts to convince people of an argument's worthiness. High involvement and attention to the content of the message lead to more durable attitude change. In contrast, the peripheral route to persuasion involves less analytical thinking and is often influenced by external cues such as the attractiveness or credibility of the presenter or whether the message has an emotional appeal.
Features of the source of the persuasive message, like the credibility and physical attractiveness of the speaker, can affect the persuasiveness of the argument, especially when the audience is not fully engaged. The use of celebrities in advertising capitalizes on these peripheral cues. Caveats apply, however, because while some advertising techniques are legal, as long as they are not outright false, the principle of 'Caveat emptor' or 'let the buyer beware,' reminds consumers to be vigilant.