Customer Data Falsification Intentions Scale

What it measures

Measures the likelihood that a customer will deliberately provide inaccurate or misleading personal information when transacting with a company. Adapted from Lwin, Wirtz, and Williams (2007). Used as a behavioural outcome of data vulnerability operating through emotional violation and cognitive trust.

Representative items

• I am likely to give the company false information.
• I purposely try to trick the company when providing my personal data.
• I think it is fine to give misleading answers on personal questions.

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.