University of Oulu

Harri Oinas-Kukkonen. 2018. Personalization Myopia: A Viewpoint to True Personalization of Information Systems. In Proceedings of the 22nd International Academic Mindtrek Conference (Mindtrek '18). ACM, New York, NY, USA, 88-91. DOI:

Personalization myopia : a viewpoint to true personalization of information systems

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Author: Oinas-Kukkonen, Harri1
Organizations: 1Oulu Advanced Research on Service and Information Systems University of Oulu Oulu, Finland
Format: article
Version: accepted version
Access: open
Online Access: PDF Full Text (PDF, 0.2 MB)
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Language: English
Published: Association for Computing Machinery, 2018
Publish Date: 2019-02-06


In this commentary paper, we seek to argue that there exists a relatively common false idea about the level and type of personalization in the offerings of contemporary systems and services. In a nutshell, there is a tendency for researchers to think that there are many more personalized services than there really is, the general audience to think that they are offered personalized services when they really aren’t, and practitioners to have a mistaken idea of what really makes a service personalized. We call this Personalization Myopia. And yet in an era, which mashes up big data, data analytics, deep learning and persuasive systems, true personalization is a most promising approach for innovating and developing new types of systems and services, especially for supporting behavior change. Because of this prevalence of the Personalization Myopia, one should not judge the potential of personalization by considering only the current implementations or dominant way of thinking about these systems and services. This paper will help carry out research and design into personalized information systems.

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ISBN Print: 978-1-4503-6589-5
Pages: 88 - 91
DOI: 10.1145/3275116.3275121
Host publication: Mindtrek '18 Proceedings of the 22nd International Academic Mindtrek Conference, Tampere, Finland 10-11 October 2018
Conference: International Academic Mindtrek conference
Type of Publication: A4 Article in conference proceedings
Field of Science: 113 Computer and information sciences
Copyright information: © Harri Oinas-Kukkonen | ACM 2018. This is the author's version of the work. It is posted here for your personal use. Not for redistribution. The definitive Version of Record was published in Proceedings of the 22nd International Academic Mindtrek Conference (Mindtrek '18),