Resisting Identity Stitching
Identity stitching is hard. It involves trying to associate different attributes and behaviors with a single user. The end goal is to influence the user towards some desirable action.
Companies are getting really good at this and the question that we need to ask ourselves is what ways can we avoid being involuntarily influenced by systems around us. If I shop at an ice cream shop and they offer me a discount to provide my cell phone number, that inducement will lead to tracking the amount I spend, how often I spend, and the type of flavors I buy.
After a few visits, the system may calculate when I’m likely to visit again and if I don’t visit within the predicted time, it might send a text message with a coupon. It will then track if I use the coupon and how much I spend.
What if the ice cream shop were super honest?
“Hey customer, if you give us your cell number, we’re going to track how often you come and what you get. If it were up to us, we’d find a way for you to eat ice cream three times a day, seven days a week. Instead, we’re going to try to convince you to come as often as possible and incentivize you with offerings, even on cold days. The bargain is that you’ll get things first and maybe pay a little less.”
I might still be OK with this deal. However, at one point does it become mind control? At one point do we surrender any potential autonomy?
Maybe there needs to be a way for us to stitch together behaviors of companies to level the playing field?
