Title: The presentation of self in the information age
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.