Location Privacy Pricing and Motivation

This paper examines the results of our European-wide study on the price of location privacy of individuals using mobile phones. There were 1200 active participants from five EU countries in our experiment. We used tools from experimental psychology and economics to assess the value that users attach to their location data. This paper extends the results that are provided in [D. Cvrcek et al., 2006]. Our main focus in this paper was the motivation of the participants to take part in the experiment and further investigation of their bids. This paper presents a more detailed view of the motivation and a correlations between the motivation and the bids.