Privacy and Disclosure: Customer Attitudes Towards the Use of Big Data by Retail Companies

Data generation, collection and analysis by retail companies is not a new phenomenon, however the speed at which it is being done, the variety and reliability of sources used, and the volumes treated has reached a new level and heralded the advent of Big Data. The collection and use of this data poses a variety of considerations and questionings. Are customers willing to disclose their personal information to companies? What do they expect in return? What is their attitude towards their personal information being traded and exchanged? Based on a customer survey, the article points to a dissociation between data and money from the customer viewpoint, leading us to consider consumers as being "data altruists". It also shows a need for consumers to protect their privacy using several methods including selective information disclosure and seeking additional clarifications. Furthermore, customers engaging in information sharing with companies do so without resorting to information falsification.