["Psychology &Marketing, EarlyView. ", "\nABSTRACT\nReminders of one's name are among the simplest forms of personalization in marketing communication. We propose that such reminders can increase self‑accountability, motivating consumers to align their behaviors with personal standards in health‑related contexts. Consequently, name reminders encourage consumers to make choices that reflect both self‐ and socially‐imposed standards, from healthier eating to compliance with recommended routines. By distinguishing between first‐name reminders (which highlight self‐standards) and last‐name reminders (which highlight social standards), we provide novel evidence that personalization can shape consumer accountability. In doing so, we demonstrate how a ubiquitous marketing practice—addressing consumers by name—influences decision‐making in consequential consumption contexts.\n"]