Data Management Fairness Scale

What it measures

New scale measuring a customer's perception that a firm's collection and use of their personal information is fair, equitable, and ethical. Developed and used as a control/moderator in post hoc analyses of Martin et al.'s Study 3. Fairness was found to moderate the effect of data vulnerability on cognitive trust (but not emotional violation), suggesting it operates through rational rather than affective pathways.

Representative items

• I believe their use of my customer information is fair.
• I believe the company accesses my information in a fair way.
• I believe the company's use of my information is ethical.
• The company manages my information in an equitable way.

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.