Privacy and security tools can help users protect themselves online. Unfortunately, people are often unaware of such tools, and have potentially harmful misconceptions about the protections provided by the tools they know about. Effectively encouraging the adoption of privacy tools requires...

Dichotomies between privacy attitudes and behavior have been noted in the literature but not yet fully explained. We apply lessons from the research on behavioral economics to understand the individual decision making process with respect to privacy in electronic commerce. We show that it is...