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.

Response format

7-point Likert (1 = strongly disagree, 7 = strongly agree)

Scale 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.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Adapted from Palmatier, R.W. (2008). Interfirm relational drivers of customer value. Journal of Marketing, 72(4), 76–89. Paired with Emotional Violation as a dual-mechanism mediator in Martin et al.'s conceptual framework.

Recommended companion scales

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.

Keywords