To achieve this, message tailoring and targeting can be used to generate communication messages likely to be processed by the central processing route. Message tailoring utilizes previously identified information (such as a person’s name or date of birth) to appeal to a specific individual. Message targeting is intended to reach a population subgroup by appealing to characteristics typically shared by members of that subgroup (Krueter & Wray, 2003). Although targeted messages are applicable to fewer people (in contrast to a tailored message, to which the message recipient’s personal information could easily be added), research has found that when targeted messages appropriately fit the recipient the message effects are compatible with those of tailored messages (Schmid, Rivers, Latimer, & Salovey, 2008). This finding is particularly relevant for message outcomes that have a variety of possible determinants (Kreuter & McClure, 2007; Kreuter & Wray,
To achieve this, message tailoring and targeting can be used to generate communication messages likely to be processed by the central processing route. Message tailoring utilizes previously identified information (such as a person’s name or date of birth) to appeal to a specific individual. Message targeting is intended to reach a population subgroup by appealing to characteristics typically shared by members of that subgroup (Krueter & Wray, 2003). Although targeted messages are applicable to fewer people (in contrast to a tailored message, to which the message recipient’s personal information could easily be added), research has found that when targeted messages appropriately fit the recipient the message effects are compatible with those of tailored messages (Schmid, Rivers, Latimer, & Salovey, 2008). This finding is particularly relevant for message outcomes that have a variety of possible determinants (Kreuter & McClure, 2007; Kreuter & Wray,