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sense similar to Clark & Mayer, 2003

Presenting language (text or speech) to the student using first- and second-person pronouns, as well as polite and informal language.

sense similar to Cordova & Lepper, 1996

Tailoring instructional content to match the learner's personal interests or preferences.

References: Cordova, D. I. & Lepper, M. R. (1996). Intrinsic Motivation and the Process of Learning: Beneficial Effects of Contextualization, Personalization, and Choice. Journal of Educational Psychology. Vol. 88,l No. 4, 715-730.

Clark, R. C. and Mayer, R. E. (2003). e-Learning and the Science of Instruction. Jossey-Bass/Pfeiffer.