Response to Gina Palomba's Post

Do you think reference groups reduce the search and evaluation of decisions? 

Speaking from a personal perspective i believe reference groups do reduce search and evaluation. The first source of information I go to in deciding a product to purchase are my friends. I go to them first because I know time personally and know that the only bias they have with products are from their personal experience with that product. With expensive or long term products, like a laptop, I may then go to other unbiased sources such as personal reviews or third party and specialist reviews of product. Overall though in any product in which I need help in evaluating a product I will go through primary reference groups.

Zip Code now considered Private Information

          In an article by A. Pawlowski of NBC news two states have declared that asking for an individuals zip code violates their privacy laws. The reasoning behind this is that companies are using people's zip code, along with the other information the customer provides, to find out the customer's address, phone, number, and other personal information. With this information they can bombard the customer with advertisements such as catalogs, discount cards, and other such marketing techniques. While the article does not go into identity theft, it is another aspect of this issue that should be considered. If companies can take that information to find where someone lives, how much would that information help someone steal your identity? While I have never considered my zip code as personal information--if it can be used to track where someone lives and make it easier to attain personal information that would otherwise be unknown to someone--it appears that with the continuous advances in technology it is just as important to protect as personal information. It also makes me wonder what other seemingly benign information that I wouldn't hesitate to give out can be used to get my personal info and steal my identity.

 http://www.nbcnews.com/business/should-you-tell-stores-your-zip-code-privacy-advocates-say-1C8912007

A company asking for a zip code is just another tool they use to better understand and target their customer. Do you believe that companies should be allowed to ask for zip codes or do you think it should be considered personal information and why?