RT Journal Article
SR Electronic
T1 When Consumers Tune Out Advertising Messages
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2021-020
DO 10.2501/JAR-2021-020
A1 SANJEEV TRIPATHI
A1 VARSHA JAIN
A1 JATIN PANDEY
A1 ALTAF MERCHANT
A1 ANUPAMA AMBIKA
YR 2021
UL http://www.journalofadvertisingresearch.com/content/early/2021/12/18/JAR-2021-020.abstract
AB Consumers can get disengaged from advertisements, but there is scarce research that examines advertising disengagement. Extant research lacks a clear, comprehensive definition of advertising disengagement or a scale that measures it. Accordingly, this study focused on developing the construct of advertising disengagement and developing a scale for measurement. The scale development process encompasses six steps, with a total sample size of 1,252. The outcome of this research is an 18-item unidimensional scale for advertising disengagement that measures the individual’s passivity and detachment from advertisements. The insights from this work indicate that consumer skepticism about advertisements increases advertising disengagement, which, in turn, reduces word of mouth about the advertisements.