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The belief that providing personal information to a specific entity such as a website has benefits is measured with three, seven-point Likert-type items.  The specific benefit referred to in the items has to do with product suggestions.  Further, while the sentences are flexible enough for use with entities such as companies or organizations rather than a website, the scale was developed for use with a website.

Composed of four, seven-point Likert-type items, the scale measures a person’s belief that providing personal information to a particular website when updating his/her profile has a high potential of being used inappropriately.

The scale has four, seven-point Likert-type items that measure the level of concern a person has about his/her personal data being gathered by a particular website and then used for unauthorized purposes such as sharing the information with other parties.

How much a person considers a particular website to be interesting and entertaining is measured with four, seven-point Likert-type items.

Composed of five, seven-point Likert-type items, the scale measures the extent to which images seen at a particular website are believed to be appropriate and exciting.

With three, seven-point questions, the scale measures a person’s stated likelihood of going to a particular retailer, website, or other destination in the next three days.

Five, seven-point Likert-type items measure a person’s willingness to have advertisements by a social media platform such as Facebook target him/her based on information from another company’s website.

The six, seven-point Likert-type items in this scale are intended to measure a person’s willingness to have personalized advertisements targeted at him/her by a social media platform based on demographic inferences from his/her usage of the website.

Using five, seven-point Likert-type items, the scale measures a person’s willingness to have a social media platform such as Facebook target advertisements at him/her based on information provided by the person in his/her profile.

The scale uses seven, seven-point Likert-type items to measure a person’s willingness to have advertisements targeted at him/her by a social media platform such as Facebook that are based on information gathered from the person’s behavior at the website.