The presentation of self in the information age
By: John Deighton
Contributors: Harvard Business School. Division of Research
Series: Working paper / Division of Research, Harvard Business School -- WP04-059; Working paper (Harvard Business School. Division of Research) -- 04-059
Publisher: Division of Research, Harvard Business School
Published: 2004
Place of publication: Boston
Language: eng
Number of pages: 18
Description: The paper analyzes what it means to be personally identified in markets in an age of ubiquitous database technology, digital monitoring and unobtrusive surveillance, as a basis for conjectures about strategies for identity management by consumers and by firms. Identity is defined. Four levels of customer identification are distinguished, transitory, persistent, role-specific and self-expressive identification. We discuss implications of each for consumer behavior and the operation of markets.
Notes: "May 12, 2004"--Added t.p.

Includes bibliographical references.