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The Emergence of Biometrics and Its Effect on Consumers


  • Jeff Langenderfer is an associate professor of marketing and law at the Campbell School of Business, Berry College, Georgia. 2Stefan Linnhoff is an MBA student at the Campbell School of Business at Berry College and holds a German law degree (Assessor iuris).


Biometric authentication systems are becoming increasingly common. Though their use offers important advantages to governmental agencies, business, and consumers, the widespread use of biometric technology has the potential for serious negative consequences. In this paper, the authors explore the effects on consumers of the incorporation of biometric authentication into mainstream commerce, specifically focusing on privacy concerns of consumers in the context of the fair information practice principles of notice/awareness, choice/consent, access/participation, integrity/security, and enforcement/redress.