In psychology, this is called the Elaboration Likelihood Model, or ELM. It explains that there are two main routes to persuasion: the central route and the peripheral route.The central route involves deep thinking. You’re persuaded because of strong arguments, logic, evidence, or detailed information. It takes effort.It works best when people are motivated to think—like when they’re making big decisions, like choosing a university or buying a car.On the other hand, the peripheral route relies on surface cues. Things like the speaker’s attractiveness, confidence, or background music. Instead of thinking deeply, the audience reacts emotionally or automatically. This works best when people aren’t really paying close attention—or when decisions feel low-stakes and fast.