What determines how online users from different cultures assess consequences arising from privacy incidents in online environments? Is a privacy decision just the release of personal information in exchange for rewards? Can normative models of decision making be used to explain privacy decisions in online environments? Finding answers to these questions is essential for managing risks in online environments. This chapter combines approaches from ˆelds of information systems, decision sciences, and social sciences to investigate the determinants and apparent inconsistencies of privacy decision making and behavior in online environments.