Differentiating Customization & Personalization in Mode Tailoring Research: Implications for Health Communication

• In Event: ICA Interactive Paper/Poster Session II
  In Interactive Poster Session: Health Communication Interactive Poster Session

Abstract

Tailoring scholars have pointed out that the presentation mode of health content (e.g., written, visual, and/or audiovisual) should be considered in designing effective messages. In previous mode tailoring studies participants were asked to indicate their preferred information delivery method (i.e., customization/user-initiated tailoring). However, there is an exceeding likelihood that some participants in the non-tailored comparison conditions still received their personal preferences by chance (i.e., personalization/system-initiated tailoring), thus diluting mode tailoring effects. This study examines this difference between (1) customization, (2) personalization, and (3) unmatched mode preference delivery. By reanalyzing data from a large study, we look at how reclassification of the non-tailored conditions into a personalized or unmatched condition affects the influence of mode tailoring on message processing. Differences were found in how customized, personalized, and unmatched categorizations influenced message processing via different intervening variables. Full statistical analysis and results will be discussed in the presentation at the ICA conference.

Authors

• Minh Hao Nguyen, IKMZ, University of Zurich

• Nadine Bol, Tilburg University

• Andy J King, Texas Tech U