The processing of personal data has become commonplace in most areas of social life, steadily increasing with the emergence of the Internet of Things and the widespread use of people analytics and artificial intelligence. In many situations, disclosure of personal data is voluntary and individuals often receive something from the data processor that is beneficial to them. For example, there are various payback card programs where individuals disclose their spending habits and receive a discount later when making a purchase. Accepting a company’s privacy statement is also often a prerequisite for a customer to be able to use a particular service. Under the privacy calculation model, individuals in such situations either disclose their personal information to achieve an expected benefit or refrain from disclosing it to avoid potential costs associated with a data breach. The individual’s decision regarding the disclosure of personal data will then depend on the outcome of this careful cost–benefit analysis.