PT  - JOURNAL ARTICLE
AU  - Bobby J. Calder
AU  - Mathew S. Isaac
AU  - Edward C. Malthouse
TI  - How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement
AID  - 10.2501/JAR-2015-028
DP  - 2016 Mar 01
TA  - Journal of Advertising Research
PG  - 39--52
VI  - 56
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/56/1/39.short
4100  - http://www.journalofadvertisingresearch.com/content/56/1/39.full
SO  - J Advert Res2016 Mar 01; 56
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.