Final answer:
The dual route model predicts that persuasion can occur through the central route and the peripheral route. The central route relies on logic and facts, while the peripheral route relies on superficial cues and emotional appeals. The effectiveness and durability of persuasion depend on which route is taken.
Step-by-step explanation:
The dual route model predicts that persuasion can occur through two different routes: the central route and the peripheral route. The central route is logic-driven and relies on data and facts to convince people. The peripheral route, on the other hand, focuses on superficial cues and uses emotional appeals to persuade.
For example, a car company might use the central route by emphasizing the safety features and fuel economy of their model. This requires strong arguments and can result in lasting attitude change. On the peripheral route, they might use celebrity endorsements or flashy visuals to grab attention, which may lead to temporary attitude change.