Consumers Place a Lower Value on Private Data When Exchanged For Goods As Opposed to Money

To firms, private data have become a marketable resource, yet consumers may not treat them this way. We show that consumers place a higher value on their data when trading them for money than for goods, because they do not view exchanges of data against goods/services as economic transactions.


Geoffrey Tomaino, Klaus Wertenbroch, and Daniel Walters (2019) ,"Consumers Place a Lower Value on Private Data When Exchanged For Goods As Opposed to Money", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 40-44.


Geoffrey Tomaino, INSEAD, Singapore
Klaus Wertenbroch, INSEAD, Singapore
Daniel Walters, INSEAD, France


NA - Advances in Consumer Research Volume 47 | 2019

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