TY - JOUR
T1 - How to capture consumer experiences
T2 - A context-specific approach to measuring engagement: Predicting consumer behavior across qualitatively different experiences
AU - Calder, Bobby J.
AU - Isaac, Mathew S.
AU - Malthouse, Edward C.
PY - 2016/3/1
Y1 - 2016/3/1
N2 - 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.
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.
UR - http://www.scopus.com/inward/record.url?scp=84961149927&partnerID=8YFLogxK
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U2 - 10.2501/JAR-2015-028
DO - 10.2501/JAR-2015-028
M3 - Article
AN - SCOPUS:84961149927
SN - 0021-8499
VL - 56
SP - 39
EP - 52
JO - Journal of Advertising Research
JF - Journal of Advertising Research
IS - 1
ER -