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Mayer's Personalization Principle

This video explains Dr. Richard E. Mayer's Personalization Principle, one of his Multimedia Design Principles for designing more effective learning experiences. For the Personalization Principle, Dr. Mayer's research found that using a conversational style in the learning, rather than a formal style, can "prime a sense of social presence" for the learner, which helps engage the learner. Basically, as with all the principles related to fostering generative processing, the goal is to take advantage of the research that shows that learners make more of an effort to learn the content when the feel like a human is delivering the content, even if it's not happening "live" in front of them. So, if the content seems like it is being delivered conversationally by a person, the learner is apt to pay more attention than if the content is delivered in an impersonal formal presentation style. Here's a few tips to keep in mind when applying the personalization principle: use personal pronouns like "you", "we", "I", "us", etc. use contractions like "let's" instead of "let us" or "you're" instead of "you are" use polite indirect language instead of direct... for example say "Please press the Next button when you're ready" vs. "Press the Next button to continue" or "Now would be a good time for you to do this" vs. "Do this now". take it easy on the "fifty-cent words"... this isn't the time to impress your learners with your expansive vocabulary... don't make your learners have to "translate" your fancy words into words they can actually understand One more thing that Mayer found was that using on-screen "agents" can help with personalization. This overlaps with the embodiment principle which in covered in another video in this series. Mayer's Principles for Fostering Generative Processing This is one of Dr. Mayer's principles related to the instructional goal of "fostering generative processing" when designing multimedia learning experiences. This is all about giving your learners extra motivation for learning the content. Mayer refers to this as fostering generative processing. In some cases there's plenty of extrinsic motivation for learners to put in the effort to learn the content... maybe there's a promotion on the line, or maybe they need to pass an exam to keep a certification. But even if that's not the case, there is still good reason to design your multimedia learning to encourage your learners to put in the effort to learn the material. And Mayer says that a good way of doing that is to "prime a sense of social presence" in the learning. Basically what he's saying here is that people pay more attention when they perceive the learning is coming from a person... not a soulless machine. In other words, learning works better when there's a human touch, so let's make sure our learners sense a human touch in our content.