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 on how consumers make decisions about their own data. In this research, we explore how consumers’ social value orientation impacts their decisions regarding data about others. In contrast to the notion of proselfs as “selfish” decision‐makers, across four studies we find that proselfs are less...