What type of processing occurs when an individual is less invested in an argument?

The correct answer is peripheral route processing, which refers to a way of thinking about persuasive messages when an individual is less engaged or invested in the argument being presented. This type of processing often relies on superficial cues rather than the strength of the arguments themselves. For instance, someone who is not highly motivated to think deeply about a topic may be swayed by factors such as the attractiveness of the speaker, catchy phrases, or the number of arguments made, rather than evaluating the substance of the argument.

In contrast, central route processing occurs when an individual is more invested in the topic and engages with the content on a deeper level, focusing on the merits of the argument itself. Deep processing refers to a strong level of cognitive engagement and analysis, while cognitive processing is a broader term that encompasses various forms of thinking, including both superficial and deep processing. Peripheral route processing specifically highlights the role of less cognitive involvement in decision-making and attitude change, making it the correct choice in this context.