Estimating the Impact of Consumer Privacy Regulations

Pinar Yildirim and Yu Zhao, Marketing, The Wharton School; and Pradeep Chintagunta, University of Chicago

Abstract: This study aims to measure the impact of General Data Protection Regulations on firms and consumers. Specifically, we plan to document GDPR’s impact on consumers search and discovery of products, and firm’s ability to reach out and sell to a broad set of consumers. Using a panel of browsing data in combination with search data, we intend to document the changes in consumer search behavior that take place after GDPR, comparing EU and non-EU countries.