IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v136y2021icp52-62.html
   My bibliography  Save this article

Opportunities and challenges of using biometrics for business: Developing a research agenda

Author

Listed:
  • De Keyser, Arne
  • Bart, Yakov
  • Gu, Xian
  • Liu, Stephanie Q.
  • Robinson, Stacey G.
  • Kannan, P.K.

Abstract

Recently, biometric data generated by fingerprints, hand geometry, heart rate, voice patterns, facial characteristics and expressions, brain activity and body movement has increased in both volume and prominence. Surprisingly, academic business literature has remained relatively silent on the immense potential of biometric data, as well as on the various dangers that come with its collection and usage. This article sets out to (1) detail what biometric data entails and how it may be used, (2) describe opportunities associated with using biometric data in various business applications, (3) discuss challenges related to biometric data collection and usage, privacy and security, storage and safety, and potential for reduced inclusiveness and enhanced biases, and (4) outline related directions for future research.

Suggested Citation

  • De Keyser, Arne & Bart, Yakov & Gu, Xian & Liu, Stephanie Q. & Robinson, Stacey G. & Kannan, P.K., 2021. "Opportunities and challenges of using biometrics for business: Developing a research agenda," Journal of Business Research, Elsevier, vol. 136(C), pages 52-62.
    • Handle: RePEc:eee:jbrese:v:136:y:2021:i:c:p:52-62
    DOI: 10.1016/j.jbusres.2021.07.028
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296321005014
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2021.07.028?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Wieringa, Jaap & Kannan, P.K. & Ma, Xiao & Reutterer, Thomas & Risselada, Hans & Skiera, Bernd, 2021. "Data analytics in a privacy-concerned world," Journal of Business Research, Elsevier, vol. 122(C), pages 915-925.
    2. Sandra J. Milberg & H. Jeff Smith & Sandra J. Burke, 2000. "Information Privacy: Corporate Management and National Regulation," Organization Science, INFORMS, vol. 11(1), pages 35-57, February.
    3. Jordan Etkin, 2016. "The Hidden Cost of Personal Quantification," Journal of Consumer Research, Oxford University Press, vol. 42(6), pages 967-984.
    4. Jochen Wirtz & Valarie Zeithaml, 2018. "Cost-effective service excellence," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 59-80, January.
    5. Sheth, Jagdish & Kellstadt, Charles H., 2021. "Next frontiers of research in data driven marketing: Will techniques keep up with data tsunami?," Journal of Business Research, Elsevier, vol. 125(C), pages 780-784.
    6. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    7. Aguirre, Elizabeth & Mahr, Dominik & Grewal, Dhruv & de Ruyter, Ko & Wetzels, Martin, 2015. "Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness," Journal of Retailing, Elsevier, vol. 91(1), pages 34-49.
    8. Kumar, V. & Ramachandran, Divya & Kumar, Binay, 2021. "Influence of new-age technologies on marketing: A research agenda," Journal of Business Research, Elsevier, vol. 125(C), pages 864-877.
    9. Kate Crawford, 2021. "Time to regulate AI that interprets human emotions," Nature, Nature, vol. 592(7853), pages 167-167, April.
    10. Wästlund, Erik & Otterbring, Tobias & Gustafsson, Anders & Shams, Poja, 2015. "Heuristics and resource depletion: eye-tracking customers’ in situ gaze behavior in the field," Journal of Business Research, Elsevier, vol. 68(1), pages 95-101.
    11. Du, Lilun & Lan, Wei & Luo, Ronghua & Zhong, Pingshou, 2018. "Factor-adjusted multiple testing of correlations," Computational Statistics & Data Analysis, Elsevier, vol. 128(C), pages 34-47.
    12. Yan Gan & Junxin Gong & Mao Ye & Yang Qian & Kedi Liu & Su Zhang, 2018. "GANs with Multiple Constraints for Image Translation," Complexity, Hindawi, vol. 2018, pages 1-12, December.
    13. Ristl, Robin & Xi, Dong & Glimm, Ekkehard & Posch, Martin, 2018. "Optimal exact tests for multiple binary endpoints," Computational Statistics & Data Analysis, Elsevier, vol. 122(C), pages 1-17.
    14. Janice Y. Tsai & Serge Egelman & Lorrie Cranor & Alessandro Acquisti, 2011. "The Effect of Online Privacy Information on Purchasing Behavior: An Experimental Study," Information Systems Research, INFORMS, vol. 22(2), pages 254-268, June.
    15. Ali Hortaçsu & David McAdams, 2018. "Empirical Work on Auctions of Multiple Objects," Journal of Economic Literature, American Economic Association, vol. 56(1), pages 157-184, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gajendra Liyanaarachchi & Giampaolo Viglia & Fidan Kurtaliqi, 2023. "Privacy in hospitality: managing biometric and biographic data with immersive technology," Post-Print hal-04219606, HAL.
    2. Irina Dijmãrescu & Mariana Iatagan & Iulian Hurloiu & Marinela Geamãnu & Ciprian Rusescu & Adrian Dijmãrescu, 2022. "Neuromanagement decision making in facial recognition biometric authentication as a mobile payment technology in retail, restaurant, and hotel business models," Oeconomia Copernicana, Institute of Economic Research, vol. 13(1), pages 225-250, March.
    3. David A. Schweidel & Yakov Bart & J. Jeffrey Inman & Andrew T. Stephen & Barak Libai & Michelle Andrews & Ana Babić Rosario & Inyoung Chae & Zoey Chen & Daniella Kupor & Chiara Longoni & Felipe Thomaz, 2022. "How consumer digital signals are reshaping the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1257-1276, November.
    4. Pizzi, Gabriele & Vannucci, Virginia & Shukla, Yupal & Aiello, Gaetano, 2022. "Privacy concerns and justice perceptions with the disclosure of biometric versus behavioral data for personalized pricing tell me who you are, I’ll tell you how much you pay. Consumers’ fairness and p," Journal of Business Research, Elsevier, vol. 148(C), pages 420-432.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. David A. Schweidel & Yakov Bart & J. Jeffrey Inman & Andrew T. Stephen & Barak Libai & Michelle Andrews & Ana Babić Rosario & Inyoung Chae & Zoey Chen & Daniella Kupor & Chiara Longoni & Felipe Thomaz, 2022. "How consumer digital signals are reshaping the customer journey," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1257-1276, November.
    2. Keskiner, Hilal & Gür, Bekir S., 2023. "Questioning merit-based scholarships at nonprofit private universities: Lessons from Turkey," International Journal of Educational Development, Elsevier, vol. 97(C).
    3. Kelly D. Martin & Patrick E. Murphy, 2017. "The role of data privacy in marketing," Journal of the Academy of Marketing Science, Springer, vol. 45(2), pages 135-155, March.
    4. Beke, Frank T. & Eggers, Felix & Verhoef, Peter C. & Wieringa, Jaap E., 2022. "Consumers’ privacy calculus: The PRICAL index development and validation," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 20-41.
    5. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    6. Cheng, Junjun & Chen, Bo & Huang, Zihang, 2023. "Collective-based ad transparency in targeted hotel advertising: Consumers’ regulatory focus underlying the crowd safety effect," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    7. Erjonilda Hasrama & Ervin Myftaraj & Brunela Trebicka, 2024. "Exploring User Attitudes Toward Online Behavioral Advertising: Insights into Trust, Transparency and Privacy," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 13, March.
    8. Oghazi, Pejvak & Schultheiss, Rakel & Chirumalla, Koteshwar & Kalmer, Nicolas Philipp & Rad, Fakhreddin F., 2020. "User self-disclosure on social network sites: A cross-cultural study on Facebook’s privacy concepts," Journal of Business Research, Elsevier, vol. 112(C), pages 531-540.
    9. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    10. Hoffmann, Stefan & Lasarov, Wassili & Reimers, Hanna, 2022. "Carbon footprint tracking apps. What drives consumers' adoption intention?," Technology in Society, Elsevier, vol. 69(C).
    11. Alisa Frik & Luigi Mittone, 2016. "Factors Influencing the Perceived Websites' Privacy Trustworthiness and Users' Purchase Intentions," CEEL Working Papers 1609, Cognitive and Experimental Economics Laboratory, Department of Economics, University of Trento, Italia.
    12. Caleb S. Fuller, 2018. "Privacy law as price control," European Journal of Law and Economics, Springer, vol. 45(2), pages 225-250, April.
    13. Weiyin Hong & Frank K. Y. Chan & James Y. L. Thong, 2021. "Drivers and Inhibitors of Internet Privacy Concern: A Multidimensional Development Theory Perspective," Journal of Business Ethics, Springer, vol. 168(3), pages 539-564, January.
    14. Morlok, Tina & Matt, Christian & Hess, Thomas, 2017. "Privatheitsforschung in den Wirtschaftswissenschaften: Entwicklung, Stand und Perspektiven," Working Papers 1/2017, University of Munich, Munich School of Management, Institute for Information Systems and New Media.
    15. Arnold, René & Hildebrandt, Christian & Taş, Serpil, 2020. "European data economy: Between competition and regulation. Final report," Study Series, WIK Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste GmbH, number 251538.
    16. Grewal, Dhruv & Bart, Yakov & Spann, Martin & Zubcsek, Peter Pal, 2016. "Mobile Advertising: A Framework and Research Agenda," Journal of Interactive Marketing, Elsevier, vol. 34(C), pages 3-14.
    17. Monica C. LaBarge & Kristen L. Walker & Courtney Nations Azzari & Maureen Bourassa & Jesse Catlin & Stacey Finkelstein & Alexei Gloukhovtsev & James Leonhardt & Kelly Martin & Maria Rejowicz‐Quaid & M, 2022. "Digital exchange compromises: Teetering priorities of consumers and organizations at the iron triangle," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(3), pages 1220-1243, September.
    18. Caleb S. Fuller, 2019. "Is the market for digital privacy a failure?," Public Choice, Springer, vol. 180(3), pages 353-381, September.
    19. Fast, Victoria & Sachs, Nikolai & Schnurr, Daniel, 2021. "Privacy Decision-Making in Digital Markets: Eliciting Individuals' Preferences for Transparency," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238020, International Telecommunications Society (ITS).
    20. Jeffrey T. Prince & Scott Wallsten, 2022. "How much is privacy worth around the world and across platforms?," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(4), pages 841-861, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:136:y:2021:i:c:p:52-62. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.