This five-item scale measures how likely a person says they are to take privacy-protective actions online, particularly on social media, such as using identity-disguising software, deregistering from apps, and changing ad settings to hide from a particular source. Binder et al. (2022) used it with 430 participants in Austria in research on targeting disclosures in political social media advertising. The authors created the items by drawing on concepts and terms from measures by Park (2013) and Young and Quan-Haase (2013).
7-point scale (1 = very unlikely, 7 = very likely)
Full scale items shown. Always cite the original source when using this scale in research.
Alpha was .83 (Binder et al. 2022, p. 215). A CFA with several other measures showed acceptable model fit and item loadings (Online Appendix A), although validity was not discussed as such. In item 3, the blank was filled with 'this political party' in the original study; another relevant entity can be substituted. Companion measures from the same study: Political Party Evaluation (ID 90261) and Personal Information Importance (ID 90466). See also Persuasive Intent of the Political Social Media Posts (ID 90479).
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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