The psychological appeal of personalized content in web portals: Does customization affect attitudes and behavior?

Sriram Kalyanaraman, S. Shyam Sundar

Research output: Contribution to journalArticlepeer-review

228 Scopus citations

Abstract

Internet technology has made possible the widespread dissemination of individualized media messages, but we know very little about their psychological import. A betweensubjects 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.

Original languageEnglish (US)
Pages (from-to)110-132
Number of pages23
JournalJournal of Communication
Volume56
Issue number1
DOIs
StatePublished - Mar 1 2006

All Science Journal Classification (ASJC) codes

  • Communication
  • Language and Linguistics
  • Linguistics and Language

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