“…Important, the notion of agency can be considered one aspect of customization, where users individualize their content (Kalyanaraman & Sundar, 2006;Wheeler, DeMarree, & Petty, 2008;Wheeler, Petty, & Bizer, 2005). Various means of cus-tomizing the functionality, appearance, and characters in content facilitate feelings of control and enjoyment (Briñol & Petty, 2006;Celsi & Olson, 1988;Kalyanara-man & Sundar, 2006;Kamali & Loker, 2002;Noar, Crosby, Benac, & Troutman, 2011). Similarly, allowing users to make meaningful decisions engenders feelings of autonomy, which satisfy intrinsic needs and facilitate positive attitudes toward content (Deci & Ryan, 2000;Ryan, Rigby, & Przybylski, 2006).…”