Cited by 937Media Influence and HealthBehavioral Health and InterventionsPatient-Provider Communication in Healthcare

The DOI matches its Crossref record; 47 of the 47 references it cites were found in a registry or an index; none of the 42 sources its claims cite is checked for support yet.

Understanding tailoring in communicating about health

Open access
Hawkins, R. P., Kreuter, M., Resnicow, K., Fishbein, M., Dijkstra, A.·2008·Health Education Research

Abstract

'Tailoring' refers to any of a number of methods for creating communications individualized for their receivers, with the expectation that this individualization will lead to larger intended effects of these communications. Results so far have been generally positive but not consistently so, and this paper seeks to explicate tailoring to help focus future research. Tailoring involves either or both of two classes of goals (enhancing cognitive preconditions for message processing and enhancing message impact through modifying behavioral determinants of goal outcomes) and employs strategies of personalization, feedback and content matching. These goals and strategies intersect in a 2 x 3 matrix in which some strategies and their component tactics match better to some goals than to others. The paper illustrates how this framework can be systematically applied in generating research questions and identifying appropriate study designs for tailoring research.

Overview

AI snapshot

Written from the paper’s full text.

TL;DR

This conceptual paper argues that “tailoring” in health communication is not a unitary construct but involves two goal classes—enhancing message processing and modifying behavioral determinants—and three strategies: personalization, feedback, and content matching. It proposes a 2 × 3 goals-by-strategies matrix to guide more precise research on what aspects of tailoring work and how.

Key findings

  • Tailoring is better understood as continuous degrees of audience segmentation and message customization rather than as discrete categories of mass, targeted, and tailored communication.
  • The paper identifies two broad tailoring goals: enhancing cognitive preconditions for message processing/acceptance and enhancing message impact by modifying behavioral determinants of outcomes.
  • It proposes three tailoring strategies—personalization, feedback, and content matching—with personalization tactics including identification, raising expectation, and contextualization; feedback types including descriptive, comparative, and evaluative; and content matching directed at key theoretical determinants.
  • The paper notes that >100 tailoring studies have been published and that the National Cancer Institute alone invested ∼$130 million in tailored communication research for cancer prevention and control since 1999; it also cites a meta-analysis concluding tailored print interventions are more effective than non-tailored ones.

Methods

  • Conceptual/theoretical paper, described as a “white paper” from an NCI Centers of Excellence in Cancer Communication Research working group; it is not a systematic review or primary empirical study.
  • The authors synthesize existing tailoring research and theory, cite illustrative studies, and propose a framework linking tailoring goals, strategies, and tactics.
  • They recommend future designs including presence-versus-absence/dismantling designs, parametric or “dosing” designs, constructive designs, and designs comparing degrees of segmentation and customization.

Limitations

  • The authors state that a thorough review of tailoring research is not their purpose and that some parts of the framework have been taken for granted by researchers or represent suggestions and speculations by the authors.
  • They state that no research has tested the proposed effects and mechanisms of tailored feedback, nor compared effects of different types or combinations of feedback in tailored health communication programs.
  • They also state that research on dose as the number of tailored communications received has been limited and inconclusive; the text makes evident that the proposed 2 × 3 matrix is not empirically validated in this paper.

Model-written summary. Check it against the paper before relying on it.

Integrity signals

Registry

Crossref · 10.1093/her/cyn004

Cites

47 of 47 references verified0 citation errors · 0 not checkable

Statistics

Nothing to recompute.

Verification

Claims the paper makes

32 Own interpretation · 27 Not checked yet · 8 No basis given · 1 Own result

Verify all 42 references — free account

Show all 25 claims

  • Probably not a substantial claim. 31
  • It may state two separate claims as one. 23
43 of 43
  • The paper relies on this without support.

    A message not attended to can have little or no effect.

    “Obviously, a message not attended to can have little or no effect, so it should be no surprise that a common aim of tailoring is simply to increase attention (either the likelihood of processing the message at all or how far through the communication the receiver persists [13]), thus presumably increasing comprehension, itself necessary to effects.”
  • The paper relies on this without support.

    Greater degrees of segmentation and customization increase cost and effort.

    “Also, greater degrees of segmentation and customization increase cost and effort.”
  • The paper relies on this without support.

    The more one knows about what influences performance of a given behavior, the more likely one can design an intervention to change or reinforce that behavior.

    “Clearly, the more one knows about what influences performance of a given behavior, the more likely one can design an intervention to change or reinforce that behavior.”
  • The paper relies on this without support.

    In practice, personalization, feedback and content matching are almost always combined.

    “Although we describe the three strategies separately for conceptual clarity and those planning tailored communications should consider their separate advantages and disadvantages, in practice they are almost always combined.”
  • The paper relies on this without support.

    We are currently quite far from the fully individualized tailoring ideal and approaching it will be difficult.

    “We recognize that we are currently quite far from that ideal and also that approaching it will be difficult (note that Fig. 1 places tailoring as now practiced more or less at the center of both continua).”
  • The paper relies on this without support.

    If someone has a strong intention to perform a given behavior and has the necessary skills and abilities, and if there are no environmental constraints to prevent behavioral performance, then the probability of the behavior is high.

    “Ideally, if someone has a strong intention to perform a given behavior and has the necessary skills and abilities, and if there are no environmental constraints to prevent behavioral performance, then the probability of the behavior is high.”
  • The authors state this as an assumption.

    Tailored feedback is generally assumed to provide social comparison information that may focus effortful processing on self-evaluation and normative comparison to stimulate changes in perceived norms, attitudes or beliefs.

    “By comparing a person's attitudes, beliefs or behaviors to those of others, tailored feedback is generally assumed to provide social comparison information that may focus effortful processing on self-evaluation and normative comparison to stimulate changes in perceived norms, attitudes or beliefs.”
7 of 7

Claims other papers make about this one

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Citations

Cites

Show all 47 references

Research works printed but not linked: 2

  1. [30]Geller L. Customer retention begins with basics. Direct Mark. 1997;60:58–62. [Google Scholar]
  2. [37]Lee KM. Presence, explicated. Commun Theory. 2004;14:27–50. [Google Scholar]

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Metadata

Authors
Hawkins, R. P., Kreuter, M., Resnicow, K., Fishbein, M., & Dijkstra, A.
Affiliations
  • University of Wisconsin–Madison (US)
  • Saint Louis University (US)
  • University of Michigan (US)
  • University of Pennsylvania (US)
  • University of Groningen (NL)
Corresponding author
Hawkins, R. P.
Venue
Health Education Research
Published
2008-06-01
Volume
23
Issue
3
Pages
454-466
ISSN
  • 0268-1153 (ISSN-L)
  • 1465-3648
OpenAlex
W2162486273
Cited by
934
References
47
Citations by year
2026: 38 · 2025: 48 · 2024: 42 · 2023: 42 · 2022: 67 · 2021: 72 · 2020: 85 · 2019: 61 · 2018: 66 · 2017: 54 · 2016: 55 · 2015: 77 · 2014: 56 · 2013: 58 · 2012: 32
FWCI
667.05
Type
journal article
Language
en
Open access
Locations
  • Health Education Research (publishedVersion)
  • PubMed (publishedVersion)
  • University of Groningen research database (University of Groningen / Centre for Information Technology) (publishedVersion)
  • Europe PMC (PubMed Central) (acceptedVersion)
  • PubMed Central (acceptedVersion)
  • University of Groningen research database (University of Groningen / Centre for Information Technology) (submittedVersion)
Funders
National Cancer Institute (R01CA114539)
Topics
  • Social Sciences › Communication › Media Influence and Health
  • Social Sciences › Psychology › Applied Psychology › Behavioral Health and Interventions
  • Health Sciences › Health Professions › General Health Professions › Patient-Provider Communication in Healthcare
Keywords
tailoring, health communication, personalized communication, personalization, feedback, content matching, behavioral factors
MeSH terms
Attention, Cognition, Communication, Goals, Health Education, Health Services Research, Humans, Patient Education as Topic

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