Abstract
Personalization has become a powerful approach for engaging people with products and services. Today, our children can walk into a Build-A-Bear store and in minutes create a personalized stuffed animal. We can log onto Nike.com and build a pair of shoes using our favorite color patterns and slogans. With the click of a few buttons, we can access long lists of movies and television programs and select those that appeal to us to view on demand anytime, anywhere. Within minutes of creating a Pandora account, we can listen to a “radio station” tailored to our musical tastes. Each morning, we can wake to newswires that deliver stories specific to our interests. And, when searching for new books to read, Amazon can generate a list of recommendations based on our recent browsing behavior.
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Russell, M. (2011). Personalizing Assessment. In: Gray, T., Silver-Pacuilla, H. (eds) Breakthrough Teaching and Learning. Springer, New York, NY. https://doi.org/10.1007/978-1-4419-7768-7_7
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