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Daily Dashboard | Which Information Do Consumers Most Closely Guard? Related reading: Breton: Europe seeks to be 'most data-empowered continent in the world'



Though consumers don’t always know how companies collect their data, which often causes a “trust gap,” evidence exists that consumers are still willing to exchange some of their personal information for products and services. Create with Context (CwC) recently surveyed 800 consumers to find out what information they would be willing to give up “in exchange for 50 percent off three different items: a gallon of milk, a large-screen television and a new car.” This Privacy Perspectives post reveals what CwC’s Ilana Westerman and Gabriela Aschenberger found, including how “97 percent of respondents said they’d be willing to give up at least one piece of data about themselves in exchange for a discount,” while noting that consumers don’t guard “all their information with equal vigilance.” 
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