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Psychology of Personal Data Donation

Advances in digital technology have led to large amounts of personal data being recorded and retained by industry, constituting an invaluable asset to both governmental and private organizations. The implementation of the General Data Protection Regulation in the EU, including the UK, fundamentally reshaped how data is handled across every sector. It enables the general public to access data collected about them by organisations, opening up the possibility of this data being used for research that benefits the public; for example, to uncover lifestyle causes of health outcomes. A significant barrier for using this commercial data for academic research is the lack of publicly acceptable research frameworks. Data donation - an act of active consent of an individual to donate their personal data for research - could enable the use of commercial data for societal benefit. However, it is not clear which motives, if any, would drive people to donate their personal data. In this paper we p...