Does locus of control moderate the effects of tailored health education materials?

Research in health communication has shown that individually tailored healt h education materials are more effective than traditional or generic materi als in producing changes in health-related behaviors. However, tailored mat erials have not been equally effective for all individuals, Because locus o f control affects behavioral outcomes in other self-change interventions, i ts effect on individuals' responses to tailored messages is of particular i nterest. The present study examined differences in cognitive responses to t ailored and non-tailored weight loss materials among 198 overweight individ uals. Weight locus of control significantly interacted with study group (wh o received either tailored or non-tailored materials), suggesting that exte rnals may respond to tailored health education materials with counter-argum ents. Implications for the development and application of tailored health c ommunication materials are discussed.