Negative WOM Intentions (Data Context) Scale

What it measures

Measures the likelihood that a customer will spread negative communications about a company to others in response to data vulnerability concerns. Adapted from Grégoire and Fisher (2006). Represents a behavioural retaliation outcome of data vulnerability, operating through emotional violation and cognitive trust.

Representative items

• I would likely spread negative word of mouth about the company.
• I would likely bad-mouth the company to my friends, relatives, or acquaintances.
• I would likely tell others not to choose them if asked about their products/services.

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.