Customization

Abstract

Digital technologies allow users to customize content such that it matches individual needs and preferences. Different from other tailoring strategies that have often been applied in health communication (i.e., data‐/system‐driven personalization), customization gives users an active role in selecting and creating personalized information environments, increasing a sense of control over their technology use. This entry describes how customization has been conceptualized and researched, as well as the theoretical approaches used to explain its expected effects. Although the concept of customization has been studied in a wide variety of related fields (e.g., information systems), the focus of this entry is how customization has been and can be applied to health communication practices.