This paper addresses the automatic generation of persuasive content to influence users’ attitude and behaviour. Our research extends current approaches by leveraging individuals’ social media profiles and activity to personalize the persuasive content. Unlike most other implemented persuasive technology, our system is generic and can be adapted to any domain where collections of electronic text are available. Using the Yale Attitude Change approach, we describe: the multi-layered Pyramid of Individualization model; the design, development, and validation of integrated software that can generate individualized persuasive content based on a user’s social media profile and activity. Results indicate the proposed system can create personalized information that (a) matches readers’ interests, (b) is tailored to their ability to understand the information, and (c) is supported by trustable sources
