Six items measure how acceptable a consumer finds it for a social media platform to deliver personalised ads based on demographic characteristics — such as age, gender, and sexual orientation — that the platform has inferred from the person's usage patterns rather than information they have explicitly provided. This scale is one of four developed by Kim, Barasz, and John (2019) to examine consumer attitudes toward distinct behavioural targeting approaches used by social media platforms.
Kim, T., Barasz, K., & John, L. K. (2019). Why am I seeing this ad? The effect of ad transparency on ad effectiveness. Journal of Consumer Research, 45(5), 906–932.
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