What data are consumers generally okay with a company having vs. not?
How does the user agreement "transaction" affect their trust?
What signals to users that their data is safe?
What are the perceptual trade-offs between benefit and data?
What transactional models of "levels of their personal data" do consumers hold?
I'd like to achieve a "mini-PHD" on this topic. Please let me know what classes, sites, experts, books and/or papers you might recommend.