Journal
ECONOMICS LETTERS
Volume 117, Issue 1, Pages 25-27Publisher
ELSEVIER SCIENCE SA
DOI: 10.1016/j.econlet.2012.04.077
Keywords
Privacy; Willingness to pay; Field experiment
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We measure willingness to pay for privacy in a field experiment. Participants bought at most one DVD from one of two competing online stores. One store consistently required more sensitive personal data than the other, but otherwise the stores were identical. In one treatment, DVDs were one Euro cheaper at the store requesting more personal information, and almost all buyers chose the cheaper store. Surprisingly, in the second treatment when prices were identical, participants bought from both shops equally often. (C) 2012 Elsevier B.V. All rights reserved.
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