Large majorities of consumers believe that the term "privacy policy" conveys a baseline level of information practices that protect their privacy. In short, "privacy," like "free" before it, has taken on normative meaning in the marketplace. When consumers see the term "privacy policy," they...

We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted—to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over...