YES, FIRMS HAVE MY DATA BUT WHAT DOES IT MATTER? MEASURING PRIVACY RISKS.

In their daily lives, individuals continuously encounter situations where they disclose personal information online. While individuals can largely benefit from personalized, convenient service offerings, many people are at the same time concerned about an invasion of their information privacy based on how organisations access and handle their data. Although we know that specific feared consequences shape our behaviour, little attention has been paid to which noticeable privacy risks can arise for individuals when their privacy is invaded. We differentiate between seven types of negative consequences that individuals perceive if their privacy is invaded, namely physical, social, resource-related, psychological, prosecution-related, career-related, and freedom-related risks. In a comprehensive and rigorous scale development process, we validate scales for our multidimensional privacy risk construct following the approach of MacKenzie et al. (2011). Based on several steps of qualitative and quantitative assessment, we demonstrate the reliability, validity, and usefulness of our measurement instrument. [ABSTRACT FROM AUTHOR]