Personalization and perceived personal relevance in computer‐tailored persuasion in smoking cessation

Objectives. In most computer‐tailored interventions, the recipient's name is used to personalize the information. This is done to increase the process of persuasion but few empirical data exist that support this notion. Design. An experimental laboratory study was conducted to test the effects of mentioning the participants name and to study whether it was related to the depth of processing in a 2 (personalization/standard) × 2 (weak/strong arguments) design. Methods. Over 120 student smokers were randomly assigned to one of the four experimental conditions in which they read smoking cessation messages offering (pre‐tested) strong or weak arguments. Personalization was applied by mentioning the recipient's first name three times in the text. The intention to quit smoking was the dependent variable. Results. Personalization increased persuasion when perceived personal relevance was high, but it decreased persuasion when perceived personal relevance was low. The effects on persuasion were only present in the case of strong arguments. Conclusions. Personalization is not always effective, and it may even lead to less persuasion. Therefore, this often used way to tailor messages must be applied with care.