The Demand for Data Privacy

Last registered on May 12, 2025

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Pre-Trial

Trial Information

General Information

Title

The Demand for Data Privacy

RCT ID

AEARCTR-0015934

Initial registration date

May 01, 2025

Initial registration date is when the trial was registered.

It corresponds to when the registration was submitted to the Registry to be reviewed for publication.

First published

May 12, 2025, 5:07 AM EDT

First published corresponds to when the trial was first made public on the Registry after being reviewed.

Locations

Country

United States of America

Region

Primary Investigator

Name

Bo Bian

Affiliation

University of British Columbia

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Other Primary Investigator(s)

PI Name

Xinchen Ma

PI Affiliation

LSE

Contact Investigator

PI Name

Huan Tang

PI Affiliation

University of Pennsylvania, the Wharton School

Contact Investigator

Additional Trial Information

Status

In development

Start date

2025-05-06

End date

2025-08-31

Keywords

Behavior

Additional Keywords

Data Privacy, Privacy Labels, Privacy Paradox, Standardized Disclosure

JEL code(s)

G14, G12, O16

Secondary IDs

Prior work

This trial does not extend or rely on any prior RCTs.

Abstract

The objective of the proposed study is to advance our understanding of consumer demand for data privacy. We design a survey to examine how the format of a fictitious app’s data policy influences consumers’ understanding of the policy and their preferences for privacy.

External Link(s)

Registration Citation

Citation

Bian, Bo, Xinchen Ma and Huan Tang. 2025. "The Demand for Data Privacy ." AEA RCT Registry. May 12. https://doi.org/10.1257/rct.15934-1.0

Sponsors & Partners

Experimental Details

Interventions

Intervention(s)

We randomize the format in which a fictitious app’s data policy is disclosed, varying both its length and the salience of key information.

Intervention (Hidden)

Intervention Start Date

2025-05-06

Intervention End Date

2025-08-31

Primary Outcomes

Primary Outcomes (end points)

Interpretation of privacy policies, mobile app download/usage decisions

Primary Outcomes (explanation)

Secondary Outcomes

Secondary Outcomes (end points)

Secondary Outcomes (explanation)

Experimental Design

The experiment randomizes how an app’s privacy policy is presented to participants, then measures their understanding of the policy and their subsequent digital consumption choices.

Experimental Design Details

There are three experimental groups: one control group and two treatment groups.

The control group is shown the traditional long-form privacy policy text.

Treatment Group 1 is shown a simplified privacy label format (similar to food nutrition labels).

Treatment Group 2 is shown an App Tracking Transparency (ATT) pop-up window.

Randomization Method

Randomization will be done by a computer.

Randomization Unit

Individual

Was the treatment clustered?

Experiment Characteristics

Sample size: planned number of clusters

600 individuals per wave; 5 waves in total.

Sample size: planned number of observations

600 individuals per wave; 5 waves in total.

Sample size (or number of clusters) by treatment arms

For each wave of experiment, participants are divided into three groups: 200 in the control group (long-form privacy policy text), 200 in Treatment 1 (privacy label format), and 200 in Treatment 2 (App Tracking Transparency pop-up window).

Minimum detectable effect size for main outcomes (accounting for sample design and clustering)

Supporting Documents and Materials

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