Running head: BOOK REVIEW

Chapter 9 Book Review: Applying the Personalization Principle

Schquita Ferges
EDUC 633
Liberty University

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Applying the Personalization Principle

Summary
In chapter 9 Clark and Mayer focused on conversational writing style and when
personalization is the most effective. Three personalization principles are discussed in
this chapter. Principle one looks at writing styles and how they vary from formal to
conversational and knowing when to use the correct writing style is important. The
chapter addressed when to use conversational over formal style of writing.
Conversational writing can create a tone that may think the information being presented
is not that important. However, conversational writing can also add personalization and
make the reader more engaged in the information being presented. Material in the text
suggests that learners are more engaged in the material when they feel they are
conversing with a partner (Clark & Mayer, 2011). Studies have been composed where the
students who had a lesson using conversational style versus formal style showed a higher
performance level.
Delivery of information can affect the way a learner learns. Research and studies
have shown that conversational writing is successful but the writer must make sure they
do not over do it. Personalization should be at a minimum and not to over too personal
when delivering material. Personalization could also be used with voice-controlled
animation, which have also been proven that this method is effective. The second
personalization principle is the how to use on-screen coaches effectively to help promote
learning. Pedagogical agents are discussed and how they are used to help guide learning
during e-learning courses. Pedagogical agents are used to help teach important concepts
and techniques in lessons. Research has shown that the interaction that the pedagogical

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agents offer to students has made a difference in improving student learning. Agents that
have a human voice and provide instruction tend to have a more positive effect on
learners.
The final personalization principle is to make the author visible to promote
learning. It is suggested that the authors should be visible as it provides personalization to
the material being learned. Learner motivation is being promoted when the visible author
style is being used. Visible author style normally makes the reader feel they are
conversing with the author. A researched conducted showed that a group of students who
read a essay by a visible author worked harder than those who read a essay from a author
writing in third person (Paxton, 2002). Overall personalization in lessons has been proven
to be effective and an engaging learning opportunity for students. When used correctly
personalization has proven to increase scores and engagement.
Reflection
Personalization is very important for both learners and instructors. Personalization
can help students who are struggling and can also make learning more interesting and
engaging. As an instructor it is important to know techniques and tools like
personalization and how they can positively influence the learning experience.
Pedagogical agents are also important for learners and instructors to know about. From a
personal point of view I loved pedagogical agents when I would take online math
courses. It was something different about hearing someone speak to me about the steps of
writing out algebra steps rather than just reading. Another personal reflection on
pedagogical agents is the fact that I want to be fluent in Spanish and I truly feel like
having a pedagogical agent could help me pronounce the words correctly and how to

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correctly use words in sentences. When I taught, I used programs with elementary school
children and it made the children more engaged in the lesson.
Personalization did not change my views on educational technology
because I knew it existed. I do wish there were more personalization in my courses that I
am now taking. This current class I have found that the instructor incorporates
personalization the beginning of each week. Personalized messages from the instructor
draws the objectives for the week is refreshing and motivating as a learner.
Personalization is relevant to my ISP project because we are doing a professional
development presentation for elementary teachers and personalization can be used in the
presentation. Not only can personalization be used in the presentation but tips on how to
add personalization in the classroom can also be used as a focus point. After graduation I
would love to work as a online instructor so knowing how personalization work with the
learning experience I would love to use personalization in my instruction. Personalization
is an effective way of engaging the learner to help increase the understanding of the
information to be learned.

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References

Clark, R.C., & Mayer, R. E. (2011). E-learning and the science of instruction: Proven
guidelines for consumers and designers of multimedia learning (3rd ed.). San
Francisco, CA: Wiley & Sons.
Paxton, R. (2002). The inuence of author visibility on high school students solving a
historical problem. Cognition and Instruction, 20, 197248.