Three items measuring a consumer's willingness to shift their business to a competing company. Martin, Borah, and Palmatier (2017) used the scale in a study on data privacy, administering it as both pre- and post-test measures in Study 3. The scale was developed by drawing inspiration from Palmatier, Scheer, and Steenkamp (2007). Items are introduced by a conditional stem ('If another company __________, how likely would you be to:') in which the blank specifies the hypothetical condition for switching. The three items may reflect different stages of switching — from trying a new company through to paying a premium to switch — which warrants unidimensionality testing before use in theory testing.
7-point Likert (1=strongly disagree, 7=strongly agree)
Full scale items shown. Always cite the original source when using this scale in research.
Items 2 and 3 were supplied from the original article and are: 'try this new company's offering' and 'pay a premium to use this new company.' Response scale anchors were not specified in the original article.
Martin, K.D., Borah, A., & Palmatier, R.W. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36–58.
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