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How effective is tailored print communication?

  • Special Section on Tailored Print Communication
  • Published:
Annals of Behavioral Medicine

Abstract

This article reviews the “frist generation” of tailored print communications studies in the published literature, describing the purpose, theoretical framework, sample, research design, message type and source, outcomes measured, and findings of each. Eight studies compared tailored versus similar nontailored print; one compared tailored print versus an alternate intervention, and three included tailored print as one of several intervention components. Although studies varied by behavioral topic, type of tailoring, and measurement of behavioral outcomes, several themes persist.

Compared to their nontailored counterparts, tailored print communications have been consistently better remembered, read, and perceived as relevant and/or credible. There is also evidence that tailored print communications are more effective for influenceing health behaviors. Six of the eight tailored/nontailored comparisons found more behavior change among tailored than nontailored recipients. Tailored print communications have also demonstrated effectiveness as an adjunct to other intervention components such as self-help smoking cessation manuals. However, studies comparing tailored print communications with tailoring via other media such as telephone counseling have shown mixed results. Additional research is needed to assess whether the behavioral topic itself may make a difference in whether tailoring is appropriate and effective.

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Author information

Authors and Affiliations

  1. Duke University Medical Center, Trent Drive, Hanes House Room 177, Box 2949, 27110, Durham, NC

    Celette Sugg Skinner Ph.D.

  2. University of North Carolina School of Public Health, North Carolina, USA

    Marci K. Campbell Ph.D.

  3. Group Health Cooperative, Seattle, USA

    Susan Curry Ph.D.

  4. University of Rhode Island, Rhode Island, USA

    James O. Prochaska Ph.D.

Authors
  1. Celette Sugg Skinner Ph.D.
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  2. Marci K. Campbell Ph.D.
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  3. Barbara K. Rimer Dr.P.H.
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  4. Susan Curry Ph.D.
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  5. James O. Prochaska Ph.D.
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National Cancer Institute

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Skinner, C.S., Campbell, M.K., Rimer, B.K. et al. How effective is tailored print communication?. ann. behav. med. 21, 290–298 (1999). https://doi.org/10.1007/BF02895960

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  • DOI: https://doi.org/10.1007/BF02895960

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