title: Personalization and perceived personal relevance in computer-tailored persuasion in smoking cessation.
abstract: OBJECTIVE
  In most computer-tailored interventions, the recipient's name is used to personalize the information. This is done to increase the process of persuasion but few empirical data exist that support this notion.
  
  
  METHODS
  An experimental laboratory study was conducted to test the effects of mentioning the participants name and to study whether it was related to the depth of processing in a 2 (personalization/standard) × 2 (weak/strong arguments) design.
  
  
  METHODS
  Over 120 student smokers were randomly assigned to one of the four experimental conditions in which they read smoking cessation messages offering (pre-tested) strong or weak arguments. Personalization was applied by mentioning the recipient's first name three times in the text. The intention to quit smoking was the dependent variable.
  
  
  RESULTS
  Personalization increased persuasion when perceived personal relevance was high, but it decreased persuasion when perceived personal relevance was low. The effects on persuasion were only present in the case of strong arguments.
  
  
  CONCLUSIONS
  Personalization is not always effective, and it may even lead to less persuasion. Therefore, this often used way to tailor messages must be applied with care.
authors: University of Groningen, The Netherlands.
authors: Arie
authors: A
authors: Dijkstra
authors: Karien
authors: K
authors: Ballast
mesh_terms: D000293:Adolescent; D000328:Adult; D005260:Female; D006293:Health Promotion / Q000379:methods; D006801:Humans; D008297:Male; D009426:Netherlands; D010565:Persuasive Communication; D016540:Smoking Cessation; D014584:User-Computer Interface; D055815:Young Adult