This thesis examines the effects of type of customization, specifically explicit and non-explicit customization, and level of choice on listener attitudes, behaviors, and cognitions. It attempts to make a modest contribution in this direction by examining decision-making and media effects when users encounter the interplay between the explicitness of the customization process and the number of choices offered in a customized radio application. It details the methods and results of an experiment (N=72) designed to examine the research questions. Results indicate that neither independent variable has significant effects user attitudes toward the application or willingness to pay for the application; however, there was a marginally significant main effect for level of choice on number of songs listened to. Theoretical and practical implications, limitations, and suggestions for future research are discussed.