What is the primary route through which weak arguments can change attitudes?

The primary route through which weak arguments can change attitudes is the peripheral route. The peripheral route to persuasion is part of the Elaboration Likelihood Model (ELM) and is characterized by superficial cues rather than the content of the argument itself. This route is often employed when the audience is less motivated to think deeply about an issue or when they lack the ability to process the information critically.

Weak arguments can still influence attitudes when individuals are swayed by factors such as the attractiveness of the speaker, emotional appeals, or other contextual cues that are not directly related to the strength of the argument. For instance, if a person is distracted or does not have a strong pre-existing opinion about a topic, they may rely on these peripheral cues, leading to changes in attitude even if the argument presented is weak.

In contrast, the central route is used when the audience is motivated and able to engage in deep processing of the information, leading to more enduring changes in attitudes based on strong, compelling arguments. Therefore, in the case of weak arguments, the peripheral route is indeed the primary mechanism through which attitude change can occur.