The way people communicate in order to influence other poeple"s attitudes and behaviours. The central route of persuasion occurs when people are motivated, have the ability to evaluate the argument, and are influence by the strength of it. The peripheral route occurs when people don"t think carefully about a message and are influenced by superficial characteristics. Factors involved in persuasion: the source, the content of the message, how it"s said, and the audience. In general, confidence makes someone seem more credible. In using the peripheral route of persuasion, someone who talks fast is more likely to persuade you. You are more likely to be persuaded a month after hearing information. People are more persuasive if they are similar to their audience or if they"re attractive. Fear appeals can be convincing if the arguments are strong. In central route of persuasion, the message may evoke a strong counterargument and backfire. You may reduce backfiring by presenting two-sided appeals, forewarning, and distraction.