Abstract
This study attempts to extend the meaning of personalization and argues that not only personal information needs but also emotional or mental needs aroused by outside influences need to be taken into account. This study introduces a new dimension in the process of filtering out unnecessary information: the conformity behavior. Conformity means that people will tend to converge on similar behavior because they are affected by social norms. This study compares the effects of four personalization mechanisms on subjective decision quality. The results show that pure conformity is better than target conformity. Target conformity is no significant different from collaborative filtering. The result could help people re-examine the ideal approach in making personalization systems.