When Consumers Tune Out Advertising Messages

Development and Validation of a Scale To Measure Advertising Disengagement

Sanjeev Tripathi, Varsha Jain, Jatin Pandey, Altaf Merchant, Anupama Ambika
DOI: 10.2501/JAR-2021-020 Published 1 March 2022

Article Information

vol. 62 no. 1 3-17
DOI 
https://doi.org/10.2501/JAR-2021-020
Published By 
Journal of Advertising Research
Print ISSN 
0021-8499
History 
  • Received July 27, 2020
  • Received (in revised form) April 23, 2021
  • Accepted June 8, 2021
  • Published online March 4, 2022.

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Copyright © 2022 ARF. All rights reserved.

Author Information

  1. Sanjeev Tripathi
  1. Indian Institute of Management Indore, sanjeevt{at}iimidr.ac.in
  1. Varsha Jain
  1. MICA, Gujarat, varsha.jain{at}micamail.in
  1. Jatin Pandey
  1. Indian Institute of Management Indore, jatinp{at}iimidr.ac.in
  1. Altaf Merchant
  1. University of Washington Tacoma, altafm{at}u.washington.edu
  1. Anupama Ambika
  1. MICA, Ahmedabad, anupama_fpm18{at}micamail.in
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When Consumers Tune Out Advertising Messages
Sanjeev Tripathi, Varsha Jain, Jatin Pandey, Altaf Merchant, Anupama Ambika
Journal of Advertising Research Mar 2022, 62 (1) 3-17; DOI: 10.2501/JAR-2021-020
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