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Companies need to collect information about consumers to exploit the personalization opportunities afforded by the Internet. Howeverconsumershavesignificantprivacyconcernsaboutproviding thispersonalinformation. Inanexploratory experimentalstudy, three approachesforencouragingself-disclosure of personalinformation-the completenessofthe privacypolicy, thereputationofthe company, andtheofferofareward-areexamined. Theresultsindicate that completeness of privacy policy and reputation of the company reduce the levelofconcern overself-disclosure, while the offer ofa reward heightensconcern.