The Evolving Role of Security, Privacy and Trust in a Digitized World
Steve Diller, Lynn Lin, and Vania Tashjian

1. General Introduction - links the issues of Trust, Security and Privacy with the subject matter of the book and the closing chapter on Future Issues.
   • Increasing focus of consumer and governmental concern
   • Future trends: selling or trading of personal data, struggle over ownership of medical data, trust rating services, privacy brokers, et al.
2. Relevance of trust - why Does Trust Matter?
   • Inherent struggle between customization/personalization/access vs. privacy and security. Trust is the mediator.
3. What is Trust?
   • Distinguishing between "trust" and "security"
   • Models of Trust
     • Cheskin Model
     • Other Models
4. History of Trust in Commercial Relationships
   • Focus on reducing risks
     • Corporate examples
   • The role of branding in developing trust
     • Corporate examples
   • The role of governments and "certifiers"
5. New Wrinkles in Commercial Trust in Digital Networks
   • The End of Privacy and Security?
     • Implications for Risk Reduction- (if privacy and security become relative)
     • Components of online trust
     • Navigation
     • Branding digital networks
     • Fulfillment
     • Seals of Approval - Certifiers online
   • Where governments intercede
   • International/global differences The Newest Uncertainty Principle: "Relative Trust"