Message Tailoring
Hsuan Yuan Huang · The International Encyclopedia of Health Communication · 2022
Abstract Message tailoring is a health communication practice which tailors the design and delivery of health messages to individuals in targeted segments of a population who are most affected by specific diseases or health conditions. This practice increases the likelihood of enhancing knowledge and attitude, and ultimately impacting changes in health behaviors. Unlike non‐tailored or generic communication that assumes “one‐size‐fits‐all,” tailored communication guided by health behavior theories matches the individual on personal factors that can determine a person's decision to engage in healthy behaviors. With the advance in computing technology, message tailoring has expanded its scope and functionality from print materials to more versatile and dynamic internet‐based tailoring including websites and mobile apps, featuring intervention characteristics such as reach, multimodality, and interactivity. Although content tailoring, an approach that creates a match between the content and the individuals, has been commonly practiced, other tailoring approaches such as cultural tailoring and message frame tailoring are needed to address individual difference in preferences over how the tailored health information is presented. The future of message tailoring may be dependent on the emerging applications of mobile and wearable technology and novel strategies to realize its full potential.