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Personalization and privacy choice

Author

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  • Andrew Rhodes

    (TSE-R - Toulouse School of Economics - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - EHESS - École des hautes études en sciences sociales - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Jidong Zhou

    (Unknown)

Abstract

This paper studies consumers' privacy choices when firms can use their data to make personalized offers. We first introduce a general framework of personalization and privacy choice, and then apply it to personalized recommendations, personalized prices, and personalized product design. We argue that due to firms' reaction in the product market, consumers who share their data often impose a negative externality on other consumers. Due to this privacy-choice externality, too many consumers share their data relative to the consumer optimum; moreover, more competition, or improvements in data security, can lower consumer surplus by encouraging more data sharing.

Suggested Citation

  • Andrew Rhodes & Jidong Zhou, 2025. "Personalization and privacy choice," Working Papers hal-04958392, HAL.
    • Handle: RePEc:hal:wpaper:hal-04958392
    Note: View the original document on HAL open archive server: https://hal.science/hal-04958392v1
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    References listed on IDEAS

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    1. Rodrigo Montes & Wilfried Sand-Zantman & Tommaso Valletti, 2019. "The Value of Personal Information in Online Markets with Endogenous Privacy," Management Science, INFORMS, vol. 65(3), pages 1342-1362, March.
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    6. Vincent Conitzer & Curtis R. Taylor & Liad Wagman, 2012. "Hide and Seek: Costly Consumer Privacy in a Market with Repeat Purchases," Marketing Science, INFORMS, vol. 31(2), pages 277-292, March.
    7. Athey, Susan & Catalini, Christian & Tucker, Catherin E., 2017. "The Digital Privacy Paradox: Small Money, Small Costs, Small Talk," Research Papers 3498, Stanford University, Graduate School of Business.
    8. Sinem Hidir & Nikhil Vellodi, 2021. "Privacy, Personalization, and Price Discrimination," Journal of the European Economic Association, European Economic Association, vol. 19(2), pages 1342-1363.
    9. Choi, Jay Pil & Jeon, Doh-Shin & Kim, Byung-Cheol, 2019. "Privacy and personal data collection with information externalities," Journal of Public Economics, Elsevier, vol. 173(C), pages 113-124.
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    Cited by:

    1. Bó, Inácio & Chen, Li & Hakimov, Rustamdjan, 2024. "Strategic responses to personalized pricing and demand for privacy: An experiment," Games and Economic Behavior, Elsevier, vol. 148(C), pages 487-516.

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    More about this item

    Keywords

    personalization; consumer data; privacy; personalized pricing; personalized recommendations; personalized product design;
    All these keywords.

    JEL classification:

    • D43 - Microeconomics - - Market Structure, Pricing, and Design - - - Oligopoly and Other Forms of Market Imperfection
    • D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
    • L13 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Oligopoly and Other Imperfect Markets

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