[couchridr]

The basic problem is that people undervalue data about themselves. They don’t imagine the kinds of conclusions that can be made, or the consequences.

It’s been more than a decade, but I was impressed by this research from Allessandro Acquisti that suggested people valued their data only in the pennies.

When 25 Cents is too much: An Experiment on Willingness-To-Sell and Willingness-To-Protect Personal Information, Jens Grossklags, Alessandro Acquisti, Workshop on the Economics of Information Security (WEIS), 2007