Your Data are (Not) My Data: The Role of Social Value Orientation in Sharing Data About Others

The personal data consumers share with companies on a daily basis often also involves other people. However, prior research has focused almost exclusively how make decisions about their own data. In this research, we explore consumers’ social value orientation impacts regarding others. contrast to the notion of proselfs as “selfish” decision-makers, across four studies find that are less likely than prosocials others third parties. We show effect arises because feel ownership over they hold prosocials, which in turn reduces willingness it. Overall, work contributes literature well privacy decision-making and helps marketers policy makers designing interdependent choice contexts.