0. Privacy-enhanced personalization.

Privacy-enhanced personalization according to this article by Alfred Kobsa is defined as "aim[ing] to reconcile the goals and methods of user modeling and personalization with privacy considerations, and to strive for best possible personalization within the boundaries set by privacy." Currently it is very hard for internet users to make educated decisions on whether or not they should give information to a site. There is always a dilemma on if you as a consumer can trust to give important information away. 

According to this article there are four factors that help internet users trust a site. Those four factors are a positive past experience, the overall design and operation of a Web site (if it looks credible), the reputation of the web site operator, and the physical Presence of a privacy statement on the site. If you can trust a website based on those things, internet users are more likely to give out credit card information or social security numbers. 

There are several types of users out there. Those include "privacy fundamentalists" who show concern about giving away information so they unwilling to do so. "Privacy unconcerned" show very little concern or anxiety about the way they are viewed online or what information they give away. Lastly, "privacy pragmatists" are concerned about giving out information but will do so if they feel like they can trust the website. 

On the internet people can be whoever they want to be. It's hard to trust a website based of just the things you see if you don't personally know the person or organization so my question is... will we every truly know if our personal information is remaining private?