“…Inducements such as online impression management, product giveaways, lower prices, convenience and better selection, combined with consumers' reported feelings of powerlessness to protect their personal data have been advanced as explanations for this phenomenon (John, 2015). Others contend that users' openness to sharing personal data reflects inaccurate perceptions of vulnerability (Jensen, Potts & Jensen, 2005), or a lack of understanding about the real value of their personal information (Lerman, 2014). Indeed, one survey suggests that although people are aware that companies are using their personal data and have concerns about this practice, their understanding of exactly how the data are being used is severely lacking (Pew, 2014).…”