@inproceedings{CHI-2011-MaratheS,
	author        = "Sampada Marathe and S. Shyam Sundar",
	booktitle     = "{Proceedings of the 29th ACM SIGCHI Conference on Human Factors in Computing Systems}",
	doi           = "10.1145/1978942.1979056",
	isbn          = "978-1-4503-0228-9",
	pages         = "781--790",
	publisher     = "{ACM}",
	title         = "{What drives customization?: control or identity?}",
	year          = 2011,
}