Understanding Personalisation

Understanding Personalisation

New Aspects of Design and Consumption

1st Edition - August 21, 2022

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  • Authors: Iryna Kuksa, Tom Fisher, Anthony Kent
  • Paperback ISBN: 9780081019870
  • eBook ISBN: 9780081019887

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Understanding Personalization: New Aspects of Design and Consumption addresses the global phenomenon of personalization that affects many aspects of everyday life. The book identifies the dimensions of personalization and its typologies. Issues of privacy, the ethics of design, and the designer/maker’s control versus the consumer’s freedom are covered, along with sections on digital personalization, advances in new media technologies and software development, the way we communicate, our personal devices, and the way personal data is stored and used. Other sections cover the principles of personalization and changing patterns of consumption and development in marketing that facilitate individualized products and services. The book also assesses the convergence of both producers and consumers towards the co-creation of goods and services and the challenges surrounding personalization, customization, and bespoke marketing in the context of ownership and consumption.

Key Features

  • Offers multiple perspectives on personalization, a pervasive and complex issue
  • Presents expertise and practical examples to help users understand personalization and its application to a variety of disciplines
  • Breaks new ground in defining and explaining personalization in the context of individualized and micro-marketing


Academics, researchers, and postgraduate students including in library science. Practitioners: designers, marketing professionals, policy-makers

Table of Contents

  • Cover image
  • Title page
  • Table of Contents
  • Copyright
  • Personalisation
  • Part One. Personalisation: expectations, challenges and reality
  • Chapter One. The contemporary phenomenon of personalisation
  • Defining personalisation
  • Discrepancies in personalisation research
  • Technology as facilitator of personalisation
  • Producer-led, consumer-led and co-created personalisation
  • Privacy issues in personalisation
  • The structure of the book
  • Conclusion
  • Chapter Two. Personalising consumption or consuming personalisation
  • Introduction
  • Consumers and personalisers
  • Materiality of consumption and personalisation of the immaterial
  • Motivations to personalise consumption
  • Time, truth and personalised consumption
  • Conclusion
  • Chapter Three. The ethical dilemma of personalisation
  • Introduction
  • Individualism, collectivism and business ethics
  • ‘A good life’ in modern society
  • Ethical tensions
  • Power, deception and personalisation
  • Responsible consumption as personalisation
  • Personalised data flows: regulation, surveillance and misinformation
  • Conclusion
  • Part Two. Digital personalisation
  • Chapter Four. Delivering personalised, digital experience
  • Introduction
  • Social media data management and transparency
  • Digital wellbeing and social media
  • To the future: a person-centred design approach to data management in SNSs
  • Conclusion
  • Chapter Five. Predictive personalisation: are we watching or being watched?
  • Introduction
  • Mobile health – who is in control?
  • Health motivation apps: what's in the box?
  • Fitbit – a mini study
  • Conclusion
  • Chapter Six. Personalisation: what the experts think
  • Introduction
  • The role of personalisation
  • Different sides of personalisation
  • Impact and future of personalisation
  • Conclusion
  • Expert profiles (in alphabetical order)
  • Part Three. Tailor personalisation
  • Chapter Seven. Individualisation of markets: towards personalisation
  • Introduction
  • Personalisation in a business context
  • Towards personalisation: the marketing process
  • Routes to personalisation
  • Conclusion
  • Chapter Eight. Consumers and producers: whose personalisation is it?
  • Introduction
  • Technology and personalisation
  • Artificial intelligence
  • Autonomy, control and power
  • Privacy
  • Bias, security and trust
  • Conclusion
  • Chapter Nine. Customisation and co-creation: an evolving complexity
  • Introduction
  • Customisation and mass customisation
  • Co-creation
  • Co-creation and consumer engagement
  • Complexity and networks
  • Ownership
  • Sharing
  • Social commerce
  • Towards new forms of personalisation
  • Conclusion
  • Part Four. Personalisation by material engagement
  • Chapter Ten. Personalisation and the category of the person
  • Introduction
  • A history of the person
  • Persons and pseudo-persons
  • The legal person
  • The category of the person
  • Contemporary digital personhood
  • Conclusion
  • Chapter Eleven. Persons consuming
  • Modern experience and modern consumption
  • It's all about the experience
  • Personhood, consumption and the ecological approach to cognition
  • Conclusion
  • Chapter Twelve. Persons repairing: reficio ergo sum
  • Introduction
  • Repair and the person-thing relationship
  • Repairing people and things with skill
  • Conclusion
  • Part Five. Back to the personalised future?
  • Chapter Thirteen. Lessons learned: personalising the future, personalising ourselves
  • Introduction
  • Perspectives on personalisation
  • Lessons learned and looking forward
  • Conclusion: back to personalised future?
  • Index

Product details

  • No. of pages: 282
  • Language: English
  • Copyright: © Chandos Publishing 2022
  • Published: August 21, 2022
  • Imprint: Chandos Publishing
  • Paperback ISBN: 9780081019870
  • eBook ISBN: 9780081019887

About the Authors

Iryna Kuksa

Dr Iryna Kuksa holds a permanent Senior Research Fellowship in art and design at Nottingham Trent University, UK. Educated at Oxford, LSE and Warwick, she has extensive research expertise in industrial design, digital and social media, and digital humanities. Her influential book Making Sense of Space: The Design and Experience of Virtual Spaces as a Tool for Communication (Chandos, 2014) redefined the use of digital spaces for communication and creative practice. Her innovative approach to understanding the role of design in social media and consumer culture, led to the launch of a new research field of design for personalisation (Design for Personalisation, Routledge, 2017). Iryna’s research on 3D visualisation and digital design as a tool for education has been recognised by the prestigious award of Harry Ransom Fellowship. Her 3D reconstruction of 1921 Norman Bel Geddes’ set design for Dante’s The Divine Comedy has been part of the first exhibition of Bel Geddes’ industrial and theatre designs ‘I Have Seen The Future: Norman Bel Geddes Designs America’ in Austin, USA. In 2019-2020, she was a Visiting Scholar at the Harvard Graduate School of Design and acts as a guest reviewer for the Master in Design Engineering program. Iryna leads a major ECR development initiative; co-leads the Design Research Centre and is a Board member of the Creative and Virtual Technologies Lab at NTU. In 2021, she was elected to the National Research Centre on Privacy, Harm Reduction and Adversarial Influence Online College of Peer Reviewers.

Affiliations and Expertise

Nottingham School of Art and Design, Nottingham Trent University, UK

Tom Fisher

Tom Fisher is a gardener, craftsperson, musician and academic. Professor in the School of Art and Design at Nottingham Trent University since 2007, he has worked in art schools since 1985 and made his living as a furniture designer/maker before his first university appointment. He is now developing a business custom-making French horns. His academic interests derive directly from this – prominent themes include materials in everyday consumption (the subject of his 2004 PhD from the Sociology Department at the University of York) and the acquisition of skill in material practices, informed by theories of cognition. His research has produced a book on the everyday re-use of packaging, (Designing for Re-Use, Earthscan, 2009), a special issue of the Journal of Design History on the meaning of materials’ surface qualities, a special issue of Critical Studies of Fashion and Beauty on fashion and materiality, a 2017 book for Routledge, Design for Personalisation, and an edited collection of essays on design and ethics for Bloomsbury in 2019. He has led funded research on sustainable clothing (Defra), and industrial heritage (AHRC). His current work is focusing on personalisation and skilled practice in the context of repair.

Affiliations and Expertise

Nottingham School of Art and Design, Nottingham Trent University, UK

Anthony Kent

Tony Kent is Professor of Fashion Marketing in the School of Art and Design at Nottingham Trent University. His research interests are in the convergence of physical and online worlds in fashion retail and the consumer’s branded experience, in emerging concepts of personalisation and sustainable fashion. He has authored over 60 conference papers and journal articles in business and design and has published three books on retail and retail design. He is an Executive member and Chair of the Research Committee of the International Foundation of Fashion Technology Institutions, co-organiser of the International Colloquia on Design, Branding and Marketing and Deputy Chair of the Marketing Special Interest Group of the British Academy of Management. He graduated with a BA (Hons.) in Modern History from Oxford University, an MBA and PhD from the University of the Arts London.

Affiliations and Expertise

Nottingham School of Art and Design, Nottingham Trent University, UK

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