Abstract
The use of technology to identify consumers has been discussed extensively in both the popular press (c.f Krim, 2004; Jones, 2004; Vijayan, 2004) and in the general academic literature (c.f. Alterman, 2003; Peyravian et. al., 2000; Rejman-Greene, 2001). However, scant attention has been afforded to these technologies in the marketing literature. This is surprising, since biometric devices such as fingerprint and iris scanners, as well as smart card identification systems, continue to grow in popularity (Channel Business, 2002). Such technologies are finding use not only in settings requiring high security (e.g. airports and nuclear facilities), but are increasingly used for reasons unrelated to security, such as providing convenience to the consumer and information to the marketing entity (Brass, 2003; Capizzi, Ferguson, and Cuthbertson, 2004; Stock, 2004). Biometrics and radio frequency identification devices (RFIDs), in particular, offer a number of benefits over traditional identification methods. For instance, there is no password for the consumer to remember and no identification card to lose. Further, transaction times are generally faster, identification accuracy rates are higher, and it is harder for consumers to disavow legitimate purchases (Rossi, 2004).
Chapter PDF
Similar content being viewed by others
Keywords
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Ainscough, T., Trocchia, P.J. (2015). From Gouging out Eyes to the Mark of the Beast: An Exploratory Investigation into Consumer Concerns about Identification Technology. In: Spotts, H. (eds) Marketing, Technology and Customer Commitment in the New Economy. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11779-9_65
Download citation
DOI: https://doi.org/10.1007/978-3-319-11779-9_65
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11778-2
Online ISBN: 978-3-319-11779-9
eBook Packages: Business and EconomicsBusiness and Management (R0)