In online retail, personalization is considered an important competitive advantage as it can guide and simplify the shopping process for consumers. Specifically, recommender systems and the purchase recommendations generated by them are widely used for this purpose. Against this backdrop, Eva Stüber examines the acceptance of purchase recommendations in online retail. To measure acceptance, she develops an innovative measurement approach that combines subjective and objective assessments. Based on the results of the acceptance measurement, the author derives recommendations for optimizing recommender systems.