RT Journal Article SR Electronic T1 How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2015-028 DO 10.2501/JAR-2015-028 A1 Bobby J. Calder A1 Mathew S. Isaac A1 Edward C. Malthouse YR 2015 UL http://www.journalofadvertisingresearch.com/content/early/2015/11/20/JAR-2015-028.abstract AB Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging. Prior research largely has relied on conventional “one-size-fits-all” measures with a fixed set of scale items. The current, more flexible approach measures engagement based on context-specific experiences that can vary across brands and products. Three studies examining engagement when consuming (a) live jazz music, (b) newspapers, and (c) television programming provided evidence that a flexible approach to measuring engagement can help predict consumer behavior. The third of these studies also provided new evidence that engagement with television programming increases advertising effectiveness.