Emotional Violation (Data Context) Scale

What it measures

Measures a customer's negative affect resulting from a perception of a firm's failure to respect their privacy or other rights in relation to data management activities. Adapted from Grégoire and Fisher (2008). Represents the emotional (as opposed to cognitive trust) mechanism through which data vulnerability harms customer behaviour.

Representative items

• Regarding the company's customer data activities, I feel: Violated.
• Regarding the company's customer data activities, I feel: Betrayed.
• Regarding the company's customer data activities, I feel: Not respected.
• Regarding the company's customer data activities, I feel: Taken advantage of.

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.