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Customization as Tailoring 2.0

  • By: Jakob Jensen & Melinda Krakow
  • In: Encyclopedia of Health Communication
  • Edited by: Teresa L. Thompson
  • Subject:Public Health Education & Health Promotion, Health Psychology, Health Communication

Customization is a process for developing and distributing tailored messages. Tailored messages consist of information adapted for an individual according to one or more unique characteristics of the person. Tailoring allows health communicators to develop specific content, context, and delivery channels to enhance the effectiveness of the message for the recipient. Tailoring is often used to create health communication materials that are relevant to the personal health information needs of individuals. Compared to nontailored messages, tailored messages are more likely to catch attention, be read and remembered, be saved, be discussed with others, and be perceived as interesting and personally relevant by the message recipient. Therefore, a great amount of research continues to focus on improving and expanding tailored communication strategies. Tailoring 2.0 encompasses the ...

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