The Value of Personal Information - Consumers’ Valuations and Preferences For Personal Data and Privacy

Data is the oil of our age. Despite its importance, research is lacking consistent data value estimations. By combining current valuation methods, this research offers a better estimate of the value consumers attribute to their data and, by drawing on reference price theory, minimizes the gap between different valuation methods.


Claudia Wenzel and René Algesheimer (2020) ,"The Value of Personal Information - Consumers’ Valuations and Preferences For Personal Data and Privacy", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1235-1235.


Claudia Wenzel, University of Zurich
René Algesheimer, University of Zurich


NA - Advances in Consumer Research Volume 48 | 2020

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