The Presentation of Self in the Information Age

Abstract

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.

Keywords: Consumer behavior, interactive marketing

JEL Classification: M3