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The purpose of this paper is to demonstrate how offering control on data usage and offering money can increase willingness to share private information with a data broker.

Personal data are collected for internet users with a Web questionnaire. In an experimental framework, compensations control money are manipulated and consumers’ data sharing is explained by sensitivity and regulatory focus.

Offering control increases willingness to disclose personal data, even sensitive one, but the effect is not moderated by regulatory focus. Offering monetary compensation has a negative, but small, effect on willingness to share personal data, and the effect is moderated by regulatory focus.

Offering a large amount of money is a double-edged offer, as it creates a signal that increases potential negative effect of disclosing personal data to unknown third party.