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  • Writer's pictureClaire Sersun

Craft Persuasive Appeals

Crafting persuasive appeals requires an analysis on the audience receiving said appeal and the content of said appeal. Once the two are defined, the mix of central and peripheral routes of persuasion in the elaboration likelihood model can be applied. The central route is more resistant to change, and is used for short and long term change. The peripheral route is more subconscious and relies on peripheral cues.

Let's use the example of convincing a Gen Z young adult to workout:

Central Route

Peripheral Route

The most effective way to make change is to do a combination of central and peripheral routes within the elaboration likelihood model.

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