The rapid proliferation of smartphones and move towards integrated technological platforms by corporate organisations has led to an ever increasing amount of personal data being captured on a daily basis. Information once considered sensitive such as bank accounts, medical records, consumption patterns and geolocation are now considered the building blocks of new business for organisations. It is therefore unsurprising that privacy preferences and attitudes towards risk and privacy protection now play an important role in the digital age we find ourselves.
In this current paper we conducted a series of incentivised stated preference discrete choice experiments in which we compare individuals Willingness To Accept (WTA) and Willingnees to Pay (WTP) for the disclosure and protection of their private information. This comparison sheds light on the privacy paradox phenomenon and takes into consideration subjest risk preferences.