Captures the affective sense of exposure and susceptibility a consumer feels as a result of a company possessing their personal information. Items describe distinct but related emotional states — insecurity, exposure, threat, vulnerability, and susceptibility — all anchored to the company's data possession. The scale is primarily affective in nature, measuring felt states rather than cognitive risk appraisals. Developed through in-depth interviews and iterative item testing as part of a data breach vulnerability research programme. AVEs ranged from .81 to .91 across administrations.
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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