How to capture consumer experiences: A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences

Research output: Contribution to journalArticlepeer-review

57 Scopus citations

Abstract

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.

Original languageEnglish (US)
Pages (from-to)39-52
Number of pages14
JournalJournal of Advertising Research
Volume56
Issue number1
DOIs
StatePublished - Mar 1 2016

ASJC Scopus subject areas

  • Communication
  • Marketing

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