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Understanding tailoring in communicating about health
Robert P Hawkins1, Matthew Kreuter, Kenneth Resnicow
1Center for Health Systems Research.nalysis, University of Wisconsin, 1513 University Avenue, 3107e Mechanical Engineering Building, Madison, WI 53703, USA. rhawkins@wisc.edu
Health Education Research
|March 20, 2008
Summary
This study clarifies communication tailoring, a method for creating individualized messages to increase their impact. It proposes a framework to guide future research on tailoring effectiveness and application.
Area of Science:
- Communication Science
- Health Communication
- Psychology
Background:
- Communication tailoring aims to enhance message effectiveness through individualization.
- Existing research shows mixed results, necessitating a clearer understanding of tailoring principles.
Purpose of the Study:
- To explicate the concept of communication tailoring for focused future research.
- To provide a framework for understanding tailoring goals and strategies.
Main Methods:
- Defining tailoring based on receiver individualization and intended effects.
- Categorizing tailoring goals into cognitive preconditions and behavioral determinants.
- Identifying tailoring strategies: personalization, feedback, and content matching.
Main Results:
- A 2x3 matrix framework intersecting tailoring goals and strategies.
- Demonstration of how the framework can guide research question generation.
- Illustration of framework application in identifying appropriate study designs.
Conclusions:
- The proposed framework offers a systematic approach to tailoring research.
- This structured understanding can improve the consistency and impact of tailored communications.
- Facilitates the development of more robust and effective tailoring interventions.
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