A measure of the implicit value of privacy under risk

  title={A measure of the implicit value of privacy under risk},
  author={Alisa Frik and Alexia Gaudeul},
  journal={Journal of Consumer Marketing},
Many online transactions and digital services depend on consumers’ willingness to take privacy risks, such as when shopping online, joining social networks, using online banking or interacting with e-health platforms. Their decisions depend on not only how much they would suffer if their data were revealed but also how uncomfortable they feel about taking such a risk. Such an aversion to risk is a neglected factor when evaluating the value of privacy. The aim of this paper is to propose an… 
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