We review different streams of social science literature on privacy with the goal of understanding consumer privacy decision making and deriving implications for policy. We focus on psychological and economic factors influencing both consumers' desire and consumers' ability to protect their privacy, either through individual action or through the implementation of regulations applying to firms. Contrary to depictions of online sharing behaviors as careless, we show how consumers fundamentally care about online privacy, and present evidence of numerous actions they take to protect it. However, we also document how prohibitively difficult it is to attain desired, or even desirable, levels of privacy through individual action alone. The remaining instrument for privacy protection is policy intervention. However, again for both psychological and economic reasons, the collective impetus for adequate intervention is often countervailed by powerful interests that oppose it.

中文翻译：

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秘密和喜欢：隐私的驱动力和在数字时代实现它的困难

我们回顾了有关隐私的社会科学文献的不同流，目的是了解消费者的隐私决策和对政策的含义。我们关注通过个人行动或通过实施适用于企业的法规，影响消费者欲望和消费者保护其隐私能力的心理和经济因素。与对在线共享行为粗心大意的描述相反，我们展示了消费者如何从根本上关心在线隐私，并提供了他们为保护在线隐私而采取的众多行动的证据。但是，我们还记录了仅通过单个操作来达到所需的，甚至理想的隐私级别有多么困难。隐私保护的其余手段是政策干预。然而，