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 39
OP 52
DO 10.2501/JAR-2015-028
VO 56
IS 1
A1 Calder, Bobby J.
A1 Isaac, Mathew S.
A1 Malthouse, Edward C.
YR 2016
UL http://www.journalofadvertisingresearch.com/content/56/1/39.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.