Show Summary Details

Page of

PRINTED FROM OXFORD HANDBOOKS ONLINE (www.oxfordhandbooks.com). © Oxford University Press, 2018. All Rights Reserved. Under the terms of the licence agreement, an individual user may print out a PDF of a single chapter of a title in Oxford Handbooks Online for personal use (for details see Privacy Policy and Legal Notice).

date: 17 February 2020

Abstract and Keywords

This chapter focuses on technologies of personalization. It analyses the functioning and assumptions embedded in personalized recommendations and shows how recommender systems model user behaviour to procure the data that enable the comparison and assessment of user choices against the choices of other users. Personalization inherits some of the rationales of the organizational practice of customization which reframes and develops in several ways. The capacity to shape individual user behaviour online acquires a different force and a ubiquitous presence. As the chapter shows, personalization translates individuals into data profiles and disintegrates the fictional space of consumer choice in an endless repetition of clicks.

Keywords: personalization, recommender systems, customization, user models, data, user behaviour, collaborative filtering

Access to the complete content on Oxford Handbooks Online requires a subscription or purchase. Public users are able to search the site and view the abstracts and keywords for each book and chapter without a subscription.

Please subscribe or login to access full text content.

If you have purchased a print title that contains an access token, please see the token for information about how to register your code.

For questions on access or troubleshooting, please check our FAQs, and if you can''t find the answer there, please contact us.