A study into the effectiveness of personalised communication

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A study into the effectiveness of personalised communication in western and eastern europe.

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 the receiver and thus more persuasive. Previous studies were not consistent in proving customization effectiveness and lacked addressing the underlying mechanism. In response to these lacunae, this dissertation investigates the effectiveness of customized communication and the mechanism behind it in four different studies. Overall, the results show that customization may be successful, but only when perceived as personal. Moreover, the studies uncover some moderators of customization effectiveness, namely, need for uniqueness, privacy concerns, trust, and country characteristics.

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A study into the effectiveness of personalised communication

  1. 1. Downloaded from UvA-DARE, the institutional repository of the University of Amsterdam (UvA) http://dare.uva.nl/document/489261 File ID 489261 Filename Summary SOURCE (OR PART OF THE FOLLOWING SOURCE): Type Dissertation Title "Just for you!" A study into the effectiveness and the mechanism of customized communication Author E.H. Masłowska Faculty Faculty of Social and Behavioural Sciences Year 2013 Pages 126 ISBN 9789461917843 FULL BIBLIOGRAPHIC DETAILS:   http://dare.uva.nl/record/448578 Copyright It is not permitted to download or to forward/distribute the text or part of it without the consent of the author(s) and/or copyright holder(s), other than for strictly personal, individual use. UvA-DARE is a service provided by the library of the University of Amsterdam (http://dare.uva.nl)

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