When push comes to shove, how quickly will you give up your data for convenience?

[Commentary] We may have a gut-instinct to protect our privacy, but we are increasingly are also willing to trade that data for either convenience or money. As a professor of IT, business analytics, and marketing at New York University’s Stern School of Business, I have collaborated with telecom providers, advertisers, and mobile-app developers to design massive real-world field experiments to understand just how quickly consumers are willing to give up their real-time location data to get personalized discounts.

[Anindya Ghose is Professor of IT, business analytics, and marketing at New York University's Stern School of Business]