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Tailored Persuasive Communication

Computer technology has enabled persuasive information to be tailored to people's demographic characteristics, preferences, prior behaviour, context and/or location. The persuasive effects of tailoring can be explained by different psychological processes, such as personal relevance, perceptual fluency, and mood. This research aims to investigate how tailoring-ingredients influence persuasion, using social psychological insights in human functioning and persuasion, under which conditions tailor-made messages are effective, and under which circumstances they are ineffective and may lead to reactance.

Research coordinator: Paul Ketelaar

Research team: Paul Ketelaar, Jonathan van ‘t Riet, Esther Rozendaal, Ruben Konig, Barbara Müller.