Customer Control Over Personal Data Scale

What it measures

Measures a customer's perception of the extent to which they can manage a firm's use of their personal data. Adapted from Mothersbaugh et al. (2012). Alongside transparency, control is proposed — drawing on gossip theory — as a key suppressor of the negative emotional and cognitive consequences of data vulnerability.

Representative items

• I believe I have control over what happens to my personal information.
• It is up to me how much the company uses my information.
• I have a say in how my information is used by the company.
• I have a say in whether my personal information is shared with others.

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.