What is privacy worth?
www.futureofprivacy.org/wp-content/uploads/2010/07/privacy-worth-acquisti-FPF.pdf
From the page
Saved with the link. Notes from 2007 to 2016 are mostly the page's own words, so this is probably an excerpt.
his research raises doubts about individuals’ abilities to rationally navigate issues of privacy. From choosing whether or not to join a grocery loyalty program, to posting embarrassing personal information on a public website, individuals constantly make privacy-relevant decisions which impact their well-being. The finding that non-normative factors powerfully influence individual privacy valuations may signal the appropriateness of policy interventions.