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Games 2018, 9(2), 24; https://doi.org/10.3390/g9020024

Personal-Data Disclosure in a Field Experiment: Evidence on Explicit Prices, Political Attitudes, and Privacy Preferences

Thurgau Institute of Economics, University of Konstanz, 78457 Constance, Germany
We would like to thank the lively research group at the Thurgau Institute of Economics (TWI) for comments that were very helpful in designing the experiment. Also, we gratefully acknowledge the helpful comments of Simeon Schudy, Sebastian Fehrler, Urs Fischbacher, and Niklas Potrafke; in particular, Niklas inspired the analysis using a proxy for customers’ political orientation.
We would like to thank the lively research group at the Thurgau Institute of Economics (TWI) for comments that were very helpful in designing the experiment. Also, we gratefully acknowledge the helpful comments of Simeon Schudy, Sebastian Fehrler, Urs Fischbacher, and Niklas Potrafke; in particular, Niklas inspired the analysis using a proxy for customers’ political orientation.
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Received: 28 March 2018 / Revised: 30 April 2018 / Accepted: 7 May 2018 / Published: 10 May 2018
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Abstract

Many people implicitly sell or give away their data when using online services and participating in loyalty programmes—despite growing concerns about company’s use of private data. Our paper studies potential reasons and co-variates that contribute to resolving this apparent paradox, which has not been studied previously. We ask customers of a bakery delivery service for their consent to disclose their personal data to a third party in exchange for a monetary rebate on their past orders. We study the role of implicitly and explicitly stated prices and add new determinants such as political orientation, income proxies and membership in loyalty programmes to the analysis of privacy decision. We document large heterogeneity in privacy valuations, and that the offered monetary benefits have less predictive power for data-disclosure decisions than expected. However, we find significant predictors of such decisions, such as political orientation towards liberal democrats (FDP) and membership in loyalty programmes. We also find suggestive evidence that loyalty programmes are successful in disguising their “money for data” exchange mechanism. View Full-Text
Keywords: data protection; data privacy; explicit prices; information economics; consumer behaviour; personal data; field experiment data protection; data privacy; explicit prices; information economics; consumer behaviour; personal data; field experiment
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This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).
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Plesch, J.; Wolff, I. Personal-Data Disclosure in a Field Experiment: Evidence on Explicit Prices, Political Attitudes, and Privacy Preferences. Games 2018, 9, 24.

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