University of Groningen, The Netherlands.
Br J Health Psychol. 2012 Feb;17(1):60-73. doi: 10.1111/j.2044-8287.2011.02029.x. Epub 2011 May 3.
In most computer-tailored interventions, the recipient's name is used to personalize the information. This is done to increase the process of persuasion but few empirical data exist that support this notion.
An experimental laboratory study was conducted to test the effects of mentioning the participants name and to study whether it was related to the depth of processing in a 2 (personalization/standard) × 2 (weak/strong arguments) design.
Over 120 student smokers were randomly assigned to one of the four experimental conditions in which they read smoking cessation messages offering (pre-tested) strong or weak arguments. Personalization was applied by mentioning the recipient's first name three times in the text. The intention to quit smoking was the dependent variable.
Personalization increased persuasion when perceived personal relevance was high, but it decreased persuasion when perceived personal relevance was low. The effects on persuasion were only present in the case of strong arguments.
Personalization is not always effective, and it may even lead to less persuasion. Therefore, this often used way to tailor messages must be applied with care.
在大多数计算机定制的干预措施中，会使用收件人的姓名来使信息个性化。这样做是为了增加说服的过程，但很少有实证数据支持这一观点。
进行了一项实验性实验室研究，以测试提及参与者姓名的效果，并研究它是否与深度处理相关，采用 2（个性化/标准）×2（弱/强论点）设计。
120 多名学生吸烟者被随机分配到四个实验条件之一，他们阅读提供（预先测试）的强或弱论点的戒烟信息。个性化是通过在文本中三次提到收件人的名字来实现的。戒烟意图是因变量。
当感知到的个人相关性高时，个性化会增加说服力，但当感知到的个人相关性低时，个性化会降低说服力。这种对说服力的影响仅在强论点的情况下存在。
个性化并不总是有效，甚至可能导致说服力降低。因此，必须谨慎应用这种经常用于定制消息的方式。
