We consider the problem of a retailer personalizing an assortment to a consumer who is variety-seeking or variety-avoiding, that is, less or more likely to buy the same product as in the previous period. To capture the consumer?s attitude towards variety, we construct a model based on that of Givon (1984) and later modified by Feinberg et al. (1994). We first consider the single period problem where the retailer has to determine the optimal assortment to a consumer based on her previous purchase and her attitude towards variety. Although the assortment optimization problem is intractable in general, we identify special cases where the optimal assortment can be determined efficiently. Moreover, we characterize the structure of the optimal assortment and compare it to the case where the consumer is variety neutral and makes choices according to the multinomial logit model. After that we consider the multi-period setting where the retailer makes tailored assortment decisions to a consumer who makes repeated purchases over time. We formulate the problem as a dynamic program and show that many of the structural properties from the single-period problem carry over to the multi-period case. We observe that the retailer can lose substantial revenues if the consumer's attitude towards variety is not considered while making the assortment decision.