A three-item Likert-type scale measuring the extent to which a person believes it is fair to provide something to a website (such as personal data or attention to advertising) in exchange for free content access. The scale operationalises distributive justice in the online exchange context — the perceived equity of what visitors give versus what they receive. Schumann, von Wangenheim, and Groene (2014) adapted it from Wirtz and Lwin (2009) and used it in Study 1 to examine how reciprocity appeals moderate acceptance of targeted online advertising. The scale was originally administered in German via back-translation. Alpha = .92 and AVE = .79 indicate excellent reliability and strong convergent validity.
Schumann, J. H., von Wangenheim, F., & Groene, N. (2014). Targeted online advertising: Using reciprocity appeals to increase acceptance among users of free web services. Journal of Marketing, 78(1), 59–75.
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