From Nordan Symposia
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  • 1 : A person viewed as the embodiment of some quality or feeling; representation in or as a person; personification.
  • 2 : to make personal or individual; specifically : to mark as the property of a particular person <personalized stationery>

Mass personalization is defined as custom tailoring by a company in accordance with its end users tastes and preferences. The main difference between mass customization and mass personalization is that customization is the ability for a company to give its customers an opportunity to create and choose product to certain specifications, but does have limits.