Why are Tailored Messages More Effective? A Multiple Mediation Analysis of a Breast Cancer Screening Intervention
Past research has found that tailoring increases the persuasive effectiveness of a message. However, the observed effect has been small and the explanatory mechanism remains unknown. To address these shortcomings, a tailoring software program was created that personalized breast cancer screening pamphlets according to risk, health belief model constructs, and visual preference. Women aged 40 and older (N=119) participated in a 2 (Tailored vs. Stock Message)×2 (Charts/Graphs vs. Illustrated Visuals)×3 (Nested Replications of the Visuals) experiment. Participants provided with tailored illustrated pamphlets expressed greater breast cancer screening intentions than those provided with other pamphlets. In a test of 10 different mediators, perceived message relevance was found to fully mediate the Tailoring×Visual interaction.
Jensen, Jakob D., Andy J. King, Nick Carcioppolo, and LaShara Davis. "Why are tailored messages more effective? A multiple mediation analysis of a breast cancer screening intervention." Journal of Communication 62, no. 5 (2012): 851-868.
Journal of Communication