Personalization versus Customization: The Importance of Agency, Privacy, and Power Usage

Abstract

Journal Article Personalization versus Customization: the Importance of Agency, Privacy, and Power Usage Get access S. Shyam Sundar, S. Shyam Sundar 1Media Effects Research Laboratory, College of Communications, The Pennsylvania State University, University Park, PA 16802, USA2Department of Interaction Science, Sungkyunkwan University, Seoul, Republic of Korea 1Corresponding author: S. Shyam Sundar; Search for other works by this author on: Oxford Academic Google Scholar Sampada S. Marathe Sampada S. Marathe 1Media Effects Research Laboratory, College of Communications, The Pennsylvania State University, University Park, PA 16802, USA Search for other works by this author on: Oxford Academic Google Scholar Human Communication Research, Volume 36, Issue 3, 1 July 2010, Pages 298–322, https://doi.org/10.1111/j.1468-2958.2010.01377.x Published: 01 July 2010