Patent ID: 8359268

Claim:
A system for conducting a financial transaction comprising: a payment device capable of (i) receiving at least one user-selected personal preference selected by a user via a graphical use interface, said at least one user-selected personal preference including at least one of demographic and lifestyle information, (ii) storing said at least one user-selected personal preference, and (iii) sending said at least one user-selected personal preference, and a financial transaction instruction for purchasing at least one of a good and service; and a payment terminal capable of (i) receiving said at least one user-selected personal preference and said financial transaction instruction, (ii) processing said financial transaction instruction using said at least one user-selected personal preference, and (iii) adjusting pricing of goods and services automatically during the financial transaction based on comparing said at least one user-selected personal preference and at least one incentive item stored on the payment terminal, said at least one incentive item including a merchant discount, a merchant preference, and a merchant promotional offer.