Customer Data Vulnerability Scale

What it measures

Measures a customer's perception of susceptibility to being harmed as a result of a firm's access to or use of their personal data. Developed to operationalise data access vulnerability — the most benign form of a continuum that also includes breach, spillover, and manifest vulnerability. Anchored around feelings of insecurity and exposure stemming from firm data practices, regardless of whether actual harm has occurred.

Representative items

• The personal information that the company has about me makes me feel insecure.
• The personal information that the company has about me makes me feel exposed.
• The personal information that the company has about me makes me feel threatened.
• The personal information that the company has about me makes me feel vulnerable.
• The personal information that the company has about me makes me feel susceptible.

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.