El profesional de la información, 2018, marzo-abril, v. 27, n. 2. eISSN: 1699-2407 341 PRIVACY CALCULUS: FACTORS THAT INFLUENCE THE PERCEPTION OF BENEFIT Cesión calculada de información personal: factores que infuyen en la percepción de benefcio José-Luis Gómez-Barroso, Claudio Feijóo and Inmaculada J. Martínez-Martínez José-Luis Gómez-Barroso, professor of the Department of Applied Economics and Economic Histo- ry at the Universidad Nacional de Educación a Distancia (UNED), holds a Ph.D. and A MSC in Eco- nomic and Business Sciences from UNED, a MSc in Telecommunicaton Engineering from the Uni- versidad Politécnica of Madrid, and also holds a MA in Law from the Universidad Complutense de Madrid (UCM). He works in economics and the regulaton of the convergent sector of informaton and communicaton technologies, and in factors that infuence the development of the informa- ton society. He is the lead investgator of the project “Understanding personal informaton-driven markets”, fnanced by the Ministerio de Economía y Compettvidad through the Natonal program of research, development and innovaton oriented toward societal challenges (ECO2013-47055-R), of which this artcle is a result. htp://orcid.org/0000-0001-9259-4915 Universidad Nacional de Educación a Distancia (UNED) Dpto. Economía Aplicada e Historia Económica Pº Senda del Rey, 11. 28040 Madrid, Spain jlgomez@cee.uned.es Claudio Feijóo holds a MSc and PhD in Telecommunicaton Engineering and a MSc in Quanttatve Economics. He is full professor at the Polytechnical University of Madrid (UPM) where he resear- ches on the future socio-economic impact of emerging informaton society technologies. Since 2014 he lives in China where he serves as Co-Director of the Sino-Spanish Campus at Tongji Uni- versity in Shanghai as well as responsible for Asia afairs at UPM. Among his main experience he spent two years at the Insttute for Prospectve Technological Studies of the European Commission researching on the future prospects of mobile content and applicatons. For three years he was dedicated to launch a university spin-of devoted to the transfer of know-how in technology, media and telecommunicatons. He has also been involved in numerous projects in Europe, Latn Ameri- ca, North of Africa and Asia-Pacifc. He has authored more than 250 publicatons in books, journals and conferences. He is member of the board of the Internatonal Telecommunicatons Society. htp://orcid.org/0000-0002-9499-7790 Tongji University. Sino-Spanish Campus, Yifu Building, Ofce 210 1239 Siping Road. 200092 Shanghai, P. R. China claudio.feijoo@upm.es Inmaculada J. Martnez-Martnez has a PhD in Communicaton (Advertsing) from the Complutense University in Madrid, and a MA in Marketng from the Know How Business School. She is a professor at the School of Communicaton and Informaton Studies, University of Murcia (Spain), where she teaches Advertsing Ecosystem. Her publicatons include “Mobile society: Culture, identty & tech- nology” (2008), “Mobilized: Women & mobile in the informaton society” (2010); “Mobile commu- nicatons: Towards a new media ecosystem” (2013) and “Emerging perspectves on the mobile con- tent ecosystem” (2015). She is co-ordinatng the R+D project “Mobile communicatons and personal data: Impact in media industry, advertsing system and users’ perceptons” (CSO2013-47394-R) as well as the project “MOB AD: The impact of mobile technology in strategic communicaton and ad- vertsing” (19451/PI/14) with researchers from Spain, UK, USA, Australia and China. htp://orcid.org/0000-0003-3807-1325 Universidad de Murcia, Facultad de Comunicación y Documentación 30100 Espinardo (Murcia), Spain inmartn@um.es Manuscript received on 21-09-2017 Accepted on 02-02-2018 Nota: Este artculo se puede leer en español en: htp://www.elprofesionaldelainformacion.com/contenidos/2018/mar/12_esp.pdf