APPLICATION OF BIOMETRICS IN MARKETING - CONSUMERS AND BIOMETRIC TECHNOLOGIES
Keywords:
biometrics, biometric technologies, marketing, consumer research
Abstract
Biometric technologies from a solutions that are mostly linked to security, are becoming one of the tools increasingly used by marketers to offer more personalized solutions to consumers. However, biometric technologies have their own advantages and disadvantages that attract or reject consumers. The aim of this paper is to present an overview of the field of research of biometric technologies users in marketing.
