Assume that you are responsible for the marketing communications of an online retailer. You know that consumers have positive evaluations for the convenience of online shopping, but many are distrustful of unknown retailers and are wary of providing their credit card number online.

Using material from this chapter, explain how you would attempt to change consumers' attitudes about the security risks associated with online shopping. Visit several actual online retailers and describe instances where those retailers have addressed consumers' perceptions of risk.