Personal Data Disclosure Benefits

What it measures

The scale assesses how much benefit a consumer perceives from disclosing personal data online, a key factor in the privacy-versus-convenience tradeoff central to digital marketing.

Response format

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

Scale items

• Disclosing my personal information on _____ could help me obtain future product suggestions and content I want.
• In the future, I could get exactly the product suggestions and content that I want from _____.
• I believe that in the future I could benefit from customized product suggestions and content.

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

Usage notes & scoring

Bidler et al. (2020) adapted this scale from a measure by Dinev et al. (2013), administering it to a representative panel of German online shoppers. Reliability was good (α = .85), with an average variance extracted of .59. Validity wasn't separately discussed.

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Citation

Bidler, M., Zimmermann, J., Schumann, J.H., & Widjaja, T. (2020). Increasing Consumers’ Willingness to Engage in Data Disclosure Processes through Relevance- Illustrating Game Elements. Journal of Retailing, 96(4), 507-523.

Keywords