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Previous studies have traditionally studied effects of system-initiated message content tailoring to match individual characteristics. Recent work has explored the effectiveness of tailoring to match individual modality preferences and processing styles. Using a web-based experiment, this study investigated the mechanisms of user-initiated mode tailoring effects on attitudinal and cognitive outcomes in a representative sample of Internet users (N = 392; 25-86 years). Structural equation modeling showed that mode tailoring – enabling users to self-tailor the website’s presentation mode (via textual, visual, audiovisual information) – increased users’ perceived active control, which in turn contributed to higher perceived relevance and website engagement, and reduced cognitive load. Positive indirect effects of mode tailoring (vs. no tailoring) through these mechanisms were found for both website attitude and information recall. The findings suggest that perceived active control is the key driver of mode tailoring effects. Implications for theory and message design in digital environments are discussed.