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...