The Internet, technology, and identity theft

Consumers want to be more directly involved and to be heard; they also want to control more of what they see and how they react. Part of this stems from the interactivity that the Internet provides, compared with the push medium of television and radio. Identity theft refers to someone using one&s;s name or personal information, such as one&s;s Social Security number, driver’s license number, student identification number, credit card number or other account numbers, telephone number, or email or street address, without one&s;s permission. Consumers process a lot of information from a variety of sources such as media, families and friends, work colleagues, coupons and promotions, in-store presentations, personal experiences, online product reviews, and other social influences. The Internet is just one player in the information world but is a growing one. Besides magazines and newspapers, other sources of brand and product information are television and radio as well as word of mouth.