PT  - JOURNAL ARTICLE
AU  - Max Kilger
AU  - Ellen Romer
TI  - Do Measures of Media Engagement Correlate with Product Purchase Likelihood?
AID  - 10.2501/S002184990707033X
DP  - 2007 Sep 01
TA  - Journal of Advertising Research
PG  - 313--325
VI  - 47
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/47/3/313.short
4100  - http://www.journalofadvertisingresearch.com/content/47/3/313.full
SO  - J Advert Res2007 Sep 01; 47
AB  - Engagement in media by consumers has emerged as an important area of interest for media providers, advertising agencies, and advertisers. This article empirically investigates a set of dimensions of engagement for three media channels: television, magazines, and the internet. In addition, this study explores the relationship of media engagement to likelihood of purchase as well as the more general construct of advertising receptivity. The results reveal that there is evidence of a strong relationship between engagement in media and purchase intent and ultimately advertising receptivity.