How do people process health information? Applications in an age of individualized communication

Advances in computer technology have made it possible to customize communic ation, including health-education materials, to the specific needs and inte rests of any individual. Studies show that individually tailored health-edu cation materials are more effective than generic materials in promoting cha nges in a variety of health-related behaviors. Theory and research in infor mation processing provide an explanation for why such materials are effecti ve. This article discusses current research on how individuals process tail ored health information, and discusses directions for future research in th is area.