The willingness to sell personal data

Volker Benndorf and Hans-Theo Normann

No 143, DICE Discussion Papers from Heinrich Heine University Düsseldorf, Düsseldorf Institute for Competition Economics (DICE)

Abstract: We elicit the willingness to sell personal data (contact information, Facebook details, preferences) in laboratory experiments, using a BDM and take-it-or-leave-it offers. Our experiments are novel in that (i) the experiments are incentivized, (ii) the focus on privacy issues is salient, and (iii) the use of the data - marketing purposes - is transparent and unambiguous. We find that only a minority of about 10% to 20% of the participants are unwilling to sell personal data, a share which is roughly constant across both the type of personal data and elicitation method. Subjects willing to sell request about € 15 for their contact details and € 19 for Facebook details.

Keywords: privacy; preference elicitation; valuation of personal data (search for similar items in EconPapers)
JEL-codes: C81 C90 C91 (search for similar items in EconPapers)
Date: 2014
New Economics Papers: this item is included in nep-exp and nep-ict
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:zbw:dicedp:143

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