do not fully understand. As our relationship with technology and data becomes more and more intimate, a major question arises: How can we design ethical technology that uses data generated by our interactions with the digital world responsibly and in a way that benefits-rather than exploits-individuals, and strengthens-rather than undermines-the social fabric of the societies we live in? What is clear from the ongoing debate around the data revolution is that individuals and societies stand to both gain and lose. On the one hand, individuals can benefit from personalized services that make many aspects of everyday life easier than ever before (Matz & Netzer, 2017;Sagiroglu & Sinanc, 2013), and the ability to pool data such as medical records to better understand diseases and ways to combat them holds great promise for the flourishing and health of society as a whole (Tatonetti et al., 2012). On the other hand, Big Data threatens to erode our privacy in unprecedented ways, opening the door for manipulation, polarization, and discrimination (Acquisti et al., 2015;Cohen, 2000;.Depending on your own view of technology, you might have had very different reactions to the previous examples. You might have felt that technology is a wonderful enabler of modern life, or you might have felt that technology is increasingly infringing on our autonomy. Research shows that there is a lot of heterogeneity in the ways that people perceive and feel about technologies, both across different individuals and within individuals. Not only are some people generally more concerned about the extent to which technology infringes on their privacy (e.g.,