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By knowing their customers' needs better, firms can offer products and services at the right price, in the right context, and at the right time. Web personalization enables this sort of interaction. Firms can implement personalization by integrating independent packages such as data mining and collaborative filtering tools with the Web server; or personalization could take the form of a package solution. In general, Web personalization serves three main objectives: It draws attention to a company and its products and services; implants messages; and attempts to persuade. The study presented provides empirical support that Web personalization can motivate users to consider agent-recommended items.