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.
7-point Likert (1=strongly disagree, 7=completely agree)
Full scale items shown. Always cite the original source when using this scale in research.
Three companion scales from the same paper measure acceptance of ad targeting based on inferred personal information, stated personal information, and social connections. Preliminary discriminant and convergent validity evidence comes from the four-factor structure observed across all targeting scales.
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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