According to the central route process, the behavior of individuals is driven by logic and uses data and facts to convince them of argument worthiness. This is therefore seen as an explicit bias.
For instance, a car company seeking to lure buyers into shifting to their model will emphasize the cars’ safety, brand and fuel economy. This directly focuses on quality persuasion. For this route to be effective in changing behavior and attitude, the argument must be strong and, if logical, will result in lasting behavior change.
On the other hand, the peripheral route process is seen as an implicit form of attitude, which utilizes peripheral cues to associate positivity with the massage. This process focuses on associations of emotions and the perceived value of the individual rather than focusing on facts and quality.
For instance, having a well-known celebrity approve a brand of product, like Pepsi is a typical strategy for getting people to buy Pepsi. Changing one’s mindset in this case does not require much effort or cognition. It only accelerates positive feelings toward the message or product, resulting in a temporary change in behavior.