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.

Response format

7-point Likert (1 = strongly disagree, 7 = strongly agree)

Scale 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.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Adapted from Lwin, M., Wirtz, J., & Williams, J.D. (2007). Consumer online privacy concerns and responses: A power–responsibility equilibrium perspective. Journal of the Academy of Marketing Science, 35(4), 573–585. Shown to be fully mediated by violation and trust in Martin et al.'s Study 3.

Recommended companion scales

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.

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