"Just for you!" A study into the effectiveness and the mechanism of customized communication

Customized communication is prevalent in current practices of marketing and health communication. Customization is a strategy of adjusting communication to match some aspects of the receiver’s self by either incorporating personal cues in the message (personalization) or adapting the content to the recipient’s preferences, interests, or beliefs (tailoring). This way customized messages are believed to make the content relevant and appealing to...