When Self Is the Source: Effects of Media Customization on Message Processing

Customization of media technologies enables users to become active sources in the communication process. But, does this sense of “self-as-source” alter the way users process information received via customized interfaces? A between-subjects experiment (N = 146) was conducted to answer this question. Data indicate that the effect of self-driven customization (high vs. low self-as-source) on persuasive message processing is mediated by perceived...