Many people implicitly sell or give away their data when using online services and participating in loyalty programmes-despite growing concerns about company’s use of private data. Our paper studies potential reasons and co-variates that contribute to resolving this apparent paradox, which has...

This paper introduces and formally compares restricted policy simulations in order to distinguish three dynamic forces: consumer response, competitor response and expanded company action. Two rich marketing datasets allow the analysis of retail price, wholesale price, display, feature,...