The Psychological Appeal of Personalized Content in Web Portals: Does Customization Affect Attitudes and Behavior?

S. Shyam Sundar

503 citations0/0 files storedJournal of Communication

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Media and Digital Communication Digital Marketing and Social Media Recommender Systems and Techniques

Abstract

Internet technology has made possible the widespread dissemination of individualized media messages, but we know very little about their psychological import. A between-subjects experiment ( N =60) with three levels of customization (low, medium, high) was designed to examine whether greater levels of personalized content engender more positive attitudes. The results not only confirm this hypothesis but also reveal the mediating role played by users’ perceptions of relevance, involvement, interactivity, and novelty of portal content. In addition, customization has behavioral effects in that it affects users’ browsing activity.

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1969The Handbook of Social Psychology 2013Handbook of Social Psychology 1976Individualism and Collectivism 2015Communication and Persuasion: Central and Peripheral Routes to Attitude Change 1999Mass customization: The new frontier in business competition 1965The Impact of Television Advertising: Learning Without Involvement 1959The effect of severity of initiation on liking for a group.2002Emerging Theories in Health Promotion Practice and Research

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