How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement - Predicting Consumer Behavior Across Qualitatively Different Experiences

Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging.

How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement – Predicting Consumer Behavior Across Qualitatively Different Experiences

Bobby J. Calder

Northwestern University

Mathew S. Isaac

Seattle University

Edward C. Malthouse

Northwestern University

INTRODUCTION

Over the past 15 years, the construct of engagement has gathered considerable momentum as a way of expanding marketers’ insight into consumers. Practitioners and academics have devoted substantial attention to both explaining and measuring the engagement construct, as evidenced by over 16,400 articles currently returned in Google Scholar from searches for either “customer engagement” or “consumer engagement” (searches conducted on August 17, 2015).

Yet, a...

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