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The Psychological Appeal of Personalized Content in Web Portals: Does Customization Affect Attitudes and Behavior?
Abstract
Internet technology has made possible the widespread dissemination of individualized media messages, but we know very little about their psychological import. A between-subjects experiment ( N =60) with three levels of customization (low, medium, high) was designed to examine whether greater levels of personalized content engender more positive attitudes. The results not only confirm this hypothesis but also reveal the mediating role played by users’ perceptions of relevance, involvement, interactivity, and novelty of portal content. In addition, customization has behavioral effects in that it affects users’ browsing activity.
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“the impact of novelty (ie, bias resulting from perceived “new” or “innovative” technology [86])”
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Metadata
- Authors
- Kalyanaraman, S., & Sundar, S. S.
- Affiliations
- University of North Carolina at Chapel Hill (US)
- Pennsylvania State University (US)
- ORCID
- Sundar, S. Shyam
- Venue
- Journal of Communication
- Publisher
- Oxford University Press (OUP)
- Published
- 2006-03-01
- Volume
- 56
- Issue
- 1
- Pages
- 110-132
- ISSN
- 0021-9916 (ISSN-L)
- 1460-2466
- OpenAlex
- W2034182670
- Cited by
- 475
- References
- 65
- Citations by year
- 2026: 15 · 2025: 23 · 2024: 24 · 2023: 43 · 2022: 31 · 2021: 27 · 2020: 54 · 2019: 62 · 2018: 28 · 2017: 15 · 2016: 22 · 2015: 28 · 2014: 22 · 2013: 23 · 2012: 14
- FWCI
- 8.47
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Communication (publishedVersion)
- Topics
- Social Sciences › Communication › Media and Digital Communication
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Physical Sciences › Computer Science › Information Systems › Recommender Systems and Techniques
- Keywords
- content personalization, web portal, customization, user attitudes, user behavior, perceived relevance, user participation, interactivity, novelty, browsing behavior
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