Cognitive Trust (Data Context) Scale

What it measures

Measures a customer's willingness to rely on a firm in which they have confidence, specifically in the context of how the firm manages their personal data. Adapted from Palmatier (2008). Represents the cognitive mechanism through which data vulnerability impairs customer behaviour, operating in parallel with emotional violation.

Representative items

• Regarding this company's customer data activities, I think: I trust the company.
• Regarding this company's customer data activities, I think: The company is very trustworthy.
• Regarding this company's customer data activities, I think: I have confidence in the company's behaviors.
• Regarding this company's customer data activities, I think: The company is reliable.

Citation

Martin, K.D., Borah, A., & Palmatier, R.W. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36–58.