Stated Personal Information Ad Targeting Acceptance

What it measures

Five items assess the extent to which a consumer accepts having a social media platform use demographic information they have explicitly entered into their profile — such as age, gender, and relationship status — to serve them targeted advertisements. The scale was created by Kim, Barasz, and John (2019) as one of four measures designed to distinguish between qualitatively different bases for behavioural ad targeting.

Response format

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

Scale items

• My gender that I stated on my profile.
• My sexual orientation that I stated on my profile.
• My relationship status that I stated on my profile.
• My age that I stated on my profile.
• My family members that I listed on my profile.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Companion scales from the same paper address cross-website tracking, inferred personal information, and social connection-based targeting. All four scales were developed from a common item pool and validated with a factor analytic approach.

Recommended companion scales

Citation

Kim, T., Barasz, K., & John, L. K. (2019). Why am I seeing this ad? The effect of ad transparency on ad effectiveness. Journal of Consumer Research, 45(5), 906–932.

Keywords