This scale captures a consumer's acceptance of having a social media platform — such as Facebook — deliver targeted advertisements derived from their activity on unaffiliated websites, including purchase history, browsing behaviour, and search queries. Kim, Barasz, and John (2019) developed this scale alongside three companion measures as part of a broader examination of attitudes toward different behavioural ad targeting methods. Items were generated from a pool of 30 candidates, refined through factor analysis with 149 participants, and retained where factor loadings reached .50 or above.
Kim, T., Barasz, K., & John, L. K. (2019). Why am I seeing this ad? The effect of ad transparency on ad effectiveness. Journal of Consumer Research, 45(5), 906–932.
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