Protection of privacy in the information age is a growing challenge. Corporations and other institutions collect data and utilize them for various purposes, not all of which may be in favour of individuals. Yet still little is known of how individuals perceive the value of privacy and what is the individuals' awareness of costs and benefits associated with data sharing. This article presents the experimental research on factors determining privacy behavior of consumers. We provide evidence,

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... the need of privacy protection depends on gender and is affected by priming. On the other hand, nor the type of purchased good nor the decision-making method had the significant impact in our study on willingness to disclose private data.