People may be persuaded in different ways. Petty and Cacioppo (1981) suggested that there are two different ways or routes to persuasion: the central route and the peripheral route.
The Central Route to Persuasion
The central route to persuasion involves being persuaded by the arguments or the content of the message. For example, after hearing a political debate you may decide to vote for a candidate because you found the candidates views and arguments very convincing.
The Peripheral Route to Persuasion
The peripheral route to persuasion involves being persuaded in a manner that is not based on the arguments or the message content. For example, after reading a political debate you may decide to vote for a candidate because you like the sound of the person's voice, or the person went to the same university as you did.
The peripheral route can involve using superficial cues such as the attractiveness of the speaker.
References
Petty, R. E., & Cacioppo, J. T. (1981). Attitudes and
persuasion: Classic and contemporary approaches.
Dubuque, Iowa: Wm. C. Brown Company Publishers.