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This paper examines applications of personalization in interactive systems and seeks to map success in this area into a general theory of database and narrative. It is argued that conventions of human communication established well before the digital age play a large part in determining user responses to personalization. The analysis offers a logic to help determine when to apply personalization. The results of an experiment to detect personalization effects are reported which provide evidence of the value of personalization.

PERSONALIZATION IN INTERACTIVE SYSTEMS - The Generation of Compliance?