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Nearly three-quarters of U.S. consumers are willing to share their personal data in exchange for “fair value,” representing a shift in attitudes toward privacy, according to a new book.

While most consumers prefer cash rewards, according to research in the book, more affluent consumers prefer discounts or deals on products or services.

The title, Sexy Little Numbers (Random House), by Dimitri Maex, managing director of New York-based interactive marketing agency, OgilvyOne, highlights research conducted by the firm.

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