As consumers, when we think of privacy, one of the first adjectives that springs to mind should be “inconsistent.” Consumers claim to want their personal information used only for the purposes they originally provided it, and protected until (somewhat famously) they are asked to exchange their passwords for chocolate. This privacy paradox has been supported both anecdotally and with data-based studies. Without biting into the question of the quality of chocolate offered in the password exchange, the general point remains that individuals’ comfort levels appear… more