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The Psychological Appeal of Personalized Content in Web Portals: Does Customization Affect Attitudes and Behavior?

Kalyanaraman, Sriram, Sundar, S. Shyam·2006·Journal of Communication

DOI 10.1111/j.1460-2466.2006.00006.x

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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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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
DOI: 10.1111/j.1460-2466.2006.00006.x
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
Licence: doi.wiley.com/10.1002/tdm_license_1.1 (tdm, 3471 d)
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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The Psychological Appeal of Personalized Content in Web Portals: Does Customization Affect Attitudes and Behavior?

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