title: Personalized agreement — a new contractual model
metadata.name: dc.contributor.author
metadata.value: Południak-Gierz, Katarzyna
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2021-01-21T13:28:11Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2021-01-21T13:28:11Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2020-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Południak-Gierz, Katarzyna. 2020. “Personalized agreement — a new contractual model”. Vestnik of Saint Petersburg University. Law 4: 1009–1021.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: https://doi.org/10.21638/spbu14.2020.411
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/22649
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: In consumer e-commerce, personalization of the content of an agreement in accordance with
  expectations, traits and circumstances of a particular person has become a common practice.
  In order to adequately address this new phenomenon, it is crucial to determine how the legal
  system should perceive consumer contracts concluded via the Internet with the use of personalization
  tools. For this purpose, the European Union perspective is adopted. Peculiarities
  of personalized agreements are varied. The entrepreneur has access to a vast amount of data
  on consumers and he is able to use it to his benefit by personalizing means, time and content
  of communication sent while forming a contractual bond with the consumer. In contrast, the
  consumer is not familiar with the scope and the utility of the data that the trader is processing.
  Also, personalization practices are aimed at inspiring trust in the trader, which, in sum, make
  the consumer especially exposed to manipulation. As a result, the asymmetry between the
  parties deepens. Personalization can be, therefore, perceived as a marketing technique. However,
  due to its impact on the contractual relationship, it is justified to explore also whether it
  could be treated as a new type of contract or an emerging contractual model. The analysis suggests
  that the phenomenon should be considered as another step in the evolution of consumer
  contracts — personalization, to a certain extent, supersedes standardization of mass turnover
  in the online environment.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: en
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Vestnik of St Petersburg University. Law;Volume 11; Issue 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: personalization
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: consumer law
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: e-commerce
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: big data
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: profiling
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: contracts
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: business to consumer
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: Internet
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: granular law
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Personalized agreement — a new contractual model
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 1009-1021.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/22649/1/1009-1021.pdf
resources.format: Adobe PDF
resources.size: 669,78 kB