Ulrike Zandarco

Ulrike Zandarco is a master student of Business Economics at Ludwig Maximilians University in Munich. Prior to Munich, she received her Bachelor in Economics from the Free University Bolzano.

Ulrike is currently writing on her master thesis and her work centers on investigating consumers' willingness to sell their personal data for marketing purposes. Data markets are very complex and are strongly influenced by individuals heterogeneity as well as context-dependency. Also consumers privacy concerns play a major role. In her research, Ulrike wants to test, which attributes do influence consumers willingness to give away their data. From this investigation, she will propose a new business model for data markets were consumers participate in the value chain by actively trading their personal data for a monetary reward.

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