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Research by Professor Turow and his colleagues has found that most Americans give up data for relevant ads not because of convenience, but resignation. Rather than participating in a rational exchange, he argues, consumers are giving up their personal information with “a feeling of futility.”

Sharing Data for Deals? More Like Watching It Go With a Sigh Tech companies say consumers prefer being shown ads that are relevant to them. But a professor’s research shows they trade data for those ads not because of convenience but resignation.