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 20 December 2021

Article Information

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 December 20, 2021.

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Copyright © 2021 ARF. All rights reserved.

Author Information

  1. SANJEEV TRIPATHI⇑,
  2. VARSHA JAIN⇑,
  3. JATIN PANDEY⇑,
  4. ALTAF MERCHANT⇑ and
  5. ANUPAMA AMBIKA⇑
  1. Indian Institute of Management Indore
  2. MICA
  3. Indian Institute of Management Indore
  4. University of Washington Tacoma
  5. MICA
  1. sanjeevt{at}iimidr.ac.in
  2. varsha.jain{at}micamail.in
  3. jatinp{at}iimidr.ac.in
  4. altafm{at}u.washington.edu
  5. 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 Dec 2021, 2021-020; DOI: 10.2501/JAR-2021-020
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