The Value of Personal Data Privacy: an experimental approach

Lead Investigator: Piers Fleming (UEA)

Co-Investigators: Charles Seger, Andrew Bayliss

Summary
How, and how much do we value personal data? (i.e. data in which an individual can be identified). Does it vary across cultures? This research considers likely factors that vary in instances of real usage of electronic data including: physical location (e.g., locally stored, cloud storage, remotely stored); accessibility (e.g., restricted personal access, unlimited personal access, public access); data type (externally observable data, e.g. demographics – internally stored data, e.g. beliefs). We examine the effect of value, culture and privacy concern on privacy behaviour, looking specifically at UK, US and Indian populations.

Survey studies examine the effect of perceived value, personality and concern. An experimental study examines contextual effects on privacy behaviour in a more controlled environment.

Outputs
Fleming, P., Edwards, G., Bayliss, A., and Seger, C. (2017) Personal data privacy behaviour and concern: A survey on the importance of value.
Presented at the the Subjective Probability Utility and Decision Making Conference, Haifa, Israel.

Fleming, P., Edwards, G., Bayliss, A., and Seger, C. (2017) Personal data privacy behaviour and concern: A survey on the importance of value as a moderator.
Presented at the Cambridge Risk and Uncertainty Conference, Cambridge, UK.