GDPR aims to provide consumers greater control over their personal information and recommends allowing consumers the option to delete their information. Building on Grice’s (1975) theory of conversational implicature, we propose that different framing requests (provide, keep, delete) lead to different processing styles (heuristic vs. systematic) which in turn impacts the cognitive effort employed and the resultant decision of how much / what personal data to share. Our research suggests that consumers share the least information when request framing is ‘to keep’ information as compared to ‘provide’ or ‘delete’. We also found a moderating role of the sensitivity of information as this framing effect is observed only for information of low and medium sensitivity but not high sensitivity. We also found that the recipient of the information also moderates this framing effect such that for a friend the framing effect is observed and is mitigated for a marketer (trusted or unknown).