Examining the Mechanisms Underlying the Persuasive Effects of User-Initiated Customisation on Attitudes Toward Health Behaviours

Abstract

Insights from tailoring research have been useful in enhancing online health communication efforts. User-initiated customisation (UIC) is a novel tailoring approach that involves the self-tailoring of information. This study examined the strength and the mechanisms underlying UIC effects to further understand the suitability of UIC as a method of persuasion for online health communication efforts. Using a web-based experiment (N = 178), the effects of UIC on attitudes via sense of control, attention, and elaboration were assessed, including the moderating role of behaviour type (i.e., detection vs. prevention). The results demonstrate that UIC (vs. generic webpages) was significantly more effective at increasing sense of control, which consequently enhanced attention and elaboration of information, resulting in stronger positive attitudes toward health behaviours. These effects were stable across different behavioural contexts. The findings suggest that the online communication efforts of governments can be enhanced through the embedment of a UIC webpage feature.