Perceived Benefits of Personal Data Sharing

What it measures

Measures the degree to which a consumer perceives tangible benefits from allowing a company to collect and use their personal data. Captures multiple benefit types including financial savings, service customisation value, and time savings. Conceptually inspired by Chellappa and Sin's (2005) personalisation–privacy trade-off framework. Validated in an MTurk experiment focused on data privacy perceptions, with construct reliability of .94 and AVE of .80. Relevant to research on privacy calculus, data monetisation, and consumer consent.

Response format

7-point Likert (1=strongly disagree, 7=strongly agree)

Scale items

• I receive value from the ways this company uses my customer data.
• I save money (or can use free services) by providing my information.
• I value how my information is used to customize my experience.
• This company saves me time by using my personal information.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Part of a broader privacy study that also measured data privacy concerns. AVE = .80 exceeds the .50 threshold. Useful in privacy calculus models alongside cost/risk measures.

Recommended companion scales

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.

Keywords