When does central route processing occur?

Central route processing occurs when an individual is motivated and able to engage deeply with the content of the argument. This type of processing is characterized by carefully evaluating the message's merits, including the strength and persuasiveness of the arguments presented. When the argument provides strong and compelling points, individuals are more likely to engage in central route processing, leading to lasting attitude change based on the quality of the argument itself.

In contrast, when an individual ignores situational cues, lacks knowledge on the topic, or is apathetic toward the argument, they are less likely to engage in central route processing. Instead, they may rely on peripheral cues, leading to superficial understanding and potentially temporary attitude changes. Thus, central route processing is specifically linked to high levels of motivation and cognitive engagement with strong arguments.