Assesses the degree to which a customer believes a company handles their personal data in a fair and ethical manner. Items span general fairness of data use, procedural fairness in data access, ethical conduct, and equitable data management. Developed through in-depth interviews, large item pools, and iterative survey testing. Part of a trio of related data privacy scales (alongside trust and vulnerability). Used in experimental research on how privacy practices affect consumer and firm performance outcomes. AVE was .89 in Study 1.
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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