Chapter SummaryPersonalization Principle: Use Conversational Rather Than Formal Style, Polite Wording Rather Than Direct Wording, and Human Voice Rather Than Machine VoicePsychological Reasons for the Personalization PrinciplePromote Personalization Through Conversational StylePromote Personalization Through Polite SpeechPromote Personalization Through Voice QualityEmbodiment Principle: Use Effective On-Screen Coaches to Promote LearningImplications for e-LearningWhat We Don’t Know About Personalization and EmbodimentChapter ReflectionComing NextSuggested Readings