This scale measures how important it is to a person to know what personal information an organization holds about them, what it does with that information, and whether it tries to collect it. Binder et al. (2022), who referred to the construct as privacy concerns, used it with 430 participants in Austria in research on targeting disclosures in political advertising. The items are lightly modified versions of three items from Miyazaki's (2008) desire for privacy scale.
7-point scale (Do not agree at all (1) to Totally agree (7))
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .93 (Binder et al. 2022, p. 215). A CFA including this and several other measures showed acceptable model fit and item loadings (Online Appendix A), although validity was not discussed as such. Adapted with minor changes from three items of Miyazaki's (2008) five-item desire for privacy scale. Companion measure from the same study: Political Party Evaluation (ID 90261). See also Consumer Privacy Concern Scale (ID 245).
Binder, Alice, Marlis Stubenvoll, Melanie Hirsch, and Jörg Matthes (2022), "Why Am I Getting This Ad? How the Degree of Targeting Disclosures and Political Fit Affect Persuasion Knowledge, Party Evaluation, and Online Privacy Behaviors," Journal of Advertising, 51 (2), 206-222.
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