Sensitive Nature of the Product

What it measures

Private, potentially embarrassing — five items rate how sensitive a product category feels to discuss or purchase.

Response Format

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

Representative items

• very private.
• potentially embarrassing.
• not one that would be discussed with a stranger.
• reveals something personal about the user.
• very intimate.

Citation

Melumad, S., & Meyer, R. (2020). Full Disclosure: How Smartphones Enhance Consumer Self-Disclosure. Journal of Marketing, 84(3), 28-45.

Keywords