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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
SANJEEV TRIPATHI
Indian Institute of Management Indore
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  • For correspondence: sanjeevt@iimidr.ac.in
VARSHA JAIN
MICA
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  • For correspondence: varsha.jain@micamail.in
JATIN PANDEY
Indian Institute of Management Indore
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  • For correspondence: jatinp@iimidr.ac.in
ALTAF MERCHANT
University of Washington Tacoma
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  • For correspondence: altafm@u.washington.edu
ANUPAMA AMBIKA
MICA
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  • For correspondence: anupama_fpm18@micamail.in
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Vol 63 Issue 1

Journal of Advertising Research: 63 (1)
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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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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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