This four-item scale measures how worried or frightened a person is that a particular device or process collects their personal data. Uysal, Alavi, and Bezençon (2022) used it in two studies with U.K. residents who already used an AI voice assistant such as Amazon's Alexa or Apple's Siri. The authors described the scale as adapted from Smith, Milberg, and Burke (1996); the two measures are similar at a conceptual level, but the items do not closely follow the original.
7-point Likert
Full scale items shown. Always cite the original source when using this scale in research.
Alphas were .95 (Study 1, n = 238) and .96 (Study 2, n = 601) (Uysal, Alavi, and Bezençon 2022, p. 1162). CFA was conducted in both studies and conventional tests of convergent and discriminant validity were reported; AVEs were notably high (.84 in Study 1 and .87 in Study 2), although further details were limited. Described by the authors as adapted from Smith, Milberg, and Burke (1996), but the resemblance is conceptual rather than item-level. Directions: 'Please indicate how much you agree with the following statements.' The blank is filled with the name of the device or process. See also Privacy Concerns (Collection of Information) (ID 1626) and Consumer Privacy Concern Scale (ID 245).
Uysal, Ertugrul, Sascha Alavi, and Valéry Bezençon (2022), "Trojan Horse or Useful Helper? A Relationship Perspective on Artificial Intelligence Assistants with Humanlike Features," Journal of the Academy of Marketing Science, 50 (6), 1153-1175.
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