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13 - Personalization, Voice, and Image Principles

Richard E. Mayer
Affiliation:
University of California, Santa Barbara
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Summary

Personalization Principle: People learn better from multimedia presentations when words are in conversational style rather than formal style.

Example: In a narrated animation on how the human lungs work, personalization involves using “you” and “your” in the narration script – for example, saying “your nose” rather than “the nose” and “your throat” rather than “the throat.”

Theoretical Rationale: When learners feel that the author is talking to them, they are more likely to see the author as a conversational partner and therefore will try harder to make sense of what the author is saying.

Empirical Rationale: In eleven out of eleven tests, learners who received the words of a multimedia lesson in conversational style performed better on transfer tests than learners who received the words in formal style, yielding a median effect size of d = 1.11.

Boundary Conditions: The personalization principle may be most effective when it is not overdone and when the learners are beginners.

Preliminary Research on the Voice Principle: People learn better when narration is spoken in a human voice rather than in a machine voice. The voice principle was supported in three out of three experiments, with a median effect size of d = 0.78.

Preliminary Research on the Image Principle: People do not necessarily learn better when the speaker's image is added to the screen. In five experiments, the median effect size favoring adding the speaker's image to the screen was d = .22, which is in the small-to-negligible range.

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Multimedia Learning , pp. 242 - 262
Publisher: Cambridge University Press
Print publication year: 2009

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References

*Atkinson, R. K., Mayer, R. E., & Merrill, M. M. (2005). Fostering social agency in multimedia learning: Examining the impact of an animated agent's voice. Contemporary Educational Psychology, 30, 117–139.CrossRefGoogle Scholar
*Mayer, R. E., Fennell, S., Farmer, L., & Campbell, J. (2004). A personalization effect in multimedia learning: Students learn better when words are in conversational style rather than formal style. Journal of Educational Psychology, 96, 389–395.Google Scholar
*Mayer, R. E., Sobko, K., & Mautone, P. D. (2003). Social cues in multimedia learning: Role of speaker's voice. Journal of Educational Psychology, 95, 419–425.Google Scholar
*Moreno, R., & Mayer, R. E. (2000). Engaging students in active learning: The case for personalized multimedia messages. Journal of Educational Psychology, 92, 724–733.CrossRefGoogle Scholar
*Moreno, R., & Mayer, R. E. (2004). Personalized messages that promote science learning in virtual environments. Journal of Educational Psychology, 96, 165–173.CrossRefGoogle Scholar
*Wang, N., Johnson, W. L., Mayer, R. E., Rizzo, P., Shaw, E., & Collins, H. (2008). The politeness effect: Pedagogical agents and learning outcomes. International Journal of Human Computer Studies, 66, 98–112.Google Scholar

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