APA Dictionary of Psychology

a communication strategy that personalizes information to increase its relevance and impact for a specific individual, with the goal of supporting informed decision-making or motivating behavior change. Tailored messages are generally more effective than generic, one-size-fits-all approaches because they consider the recipient’s unique characteristics, beliefs, circumstances, and preferences. Tailoring can emphasize potential benefits of adopting a behavior, the risks of not adopting it, or both, and can be delivered through various channels such as digital health apps, text messaging, or clinician counseling. For example, a health coach might use a patient’s activity data and personal goals to highlight how regular movement could improve energy, mood, and long-term heart health (behavioral gain) or how inactivity could increase the risk of cardiovascular disease and reduce quality of life (behavioral loss).