Privacy-Motivated Switching Behaviour Scale
PMSBPrivacy-Motivated Switching Behaviour
3 items
2017
α CR = .95–.96; AVE = .85–.90
Free
Martin, K.D., Borah, A., & Palmatier, R.W.
What it measures
Measures a customer's likelihood of switching to a comparable firm that does not collect personal data in the same way, as a response to data vulnerability. Adapted from Palmatier, Scheer, and Steenkamp (2007). Represents a behavioural response to data vulnerability that is partially mediated by violation and trust.
Representative items
- If another company offered the same product/services but did not collect any data about your activities, how likely would you be to: Shift all of my business to this new company.
- If another company offered the same product/services but did not collect any data about your activities, how likely would you be to: Try this new company's offering.
- If another company offered the same product/services but did not collect any data about your activities, how likely would you be to: Pay a premium to use this new company.
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.