{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,30]],"date-time":"2026-04-30T02:15:10Z","timestamp":1777515310330,"version":"3.51.4"},"reference-count":45,"publisher":"MIS Quarterly","issue":"1","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,3,1]]},"abstract":"<jats:p>To balance the need for privacy and the benefits of big data analytics, regulators around the world are giving consumers control over their data, allowing them to choose whether or not to voluntarily share their purchase history data with firms. Intuition suggests that voluntary data sharing benefits consumers who can now choose to share their data only when it is profitable to do so. To investigate this argument, we built a model in which a monopolistic firm sells a repeatedly purchased product to consumers over two periods, and consumers decide whether or not to share their purchase history data with the firm, who can use it in the future to price-discriminate against them. We found that, compared to when data collection is completely outlawed, voluntary data sharing can benefit the firm but at the consumer\u2019s expense. Moreover, regulations that mandate firms to better protect consumer data against data breaches can backfire on consumers. Finally, we show that under voluntary data sharing, a firm\u2019s ability to offer consumers a monetary incentive to share their data can improve profits without hurting consumers. Taken together, these findings underscore the surprising effects of voluntary data sharing and caution public policymakers of how certain data policies that, on the surface, seem purely beneficial can lead to unintended consequences.<\/jats:p>","DOI":"10.25300\/misq\/2024\/18829","type":"journal-article","created":{"date-parts":[[2024,8,7]],"date-time":"2024-08-07T15:42:31Z","timestamp":1723045351000},"page":"155-178","source":"Crossref","is-referenced-by-count":8,"title":["The Dark Side of Voluntary Data Sharing"],"prefix":"10.25300","volume":"49","author":[{"given":"Xi","family":"Li","sequence":"first","affiliation":[{"name":"Faculty of Business and Economics, HKU Business School, University of Hong Kong, Hong Kong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Bingqing","family":"Li","sequence":"additional","affiliation":[{"name":"Department of Marketing, Pamplin College of Business, Virginia Tech Blacksburg, VA, U.S.A."}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Zhilin","family":"Yang","sequence":"additional","affiliation":[{"name":"Department of Marketing, College of Business, City University of Hong Kong, Hong Kong, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"10933","published-online":{"date-parts":[[2025,3,1]]},"reference":[{"issue":"3","key":"2025082211031351300_b1-06_ra_10_25300_misq_2024_18829","doi-asserted-by":"publisher","first-page":"367","DOI":"10.1287\/mksc.1040.0103","article-title":"Conditioning prices on purchase history","volume":"24","author":"Acquisti","year":"2005","journal-title":"Marketing Science"},{"key":"2025082211031351300_b2-06_ra_10_25300_misq_2024_18829","unstructured":"Anant, V., Donchak, L., Kaplan, J., & Soller, H. (2020). The consumer-data opportunity and the privacy imperative. McKinsey & Company. https:\/\/www.mckinsey.com\/capabilities\/risk-and-resilience\/our-insights\/the-consumer-data-opportunity-and-the-privacy-imperative"},{"key":"2025082211031351300_b3-06_ra_10_25300_misq_2024_18829","volume-title":"Data linkages and privacy regulation (Working paper)","author":"Argenziano","year":"2021"},{"issue":"4","key":"2025082211031351300_b4-06_ra_10_25300_misq_2024_18829","doi-asserted-by":"publisher","first-page":"1017","DOI":"10.2307\/41409971","article-title":"Privacy in the digital age: A review of information privacy research in information systems","volume":"35","author":"B\u00e9langer","year":"2011","journal-title":"MIS Quarterly"},{"key":"2025082211031351300_b5-06_ra_10_25300_misq_2024_18829","unstructured":"Belson, R.\n           (2017). German industry: Strict privacy laws hinder innovation. 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