When consumers tune out advertising messages: Development and validation of a scale to measure advertising disengagement

Sanjeev Tripathi, Varsha Jain, Jatin Pandey, Altaf Merchant, and Anupama Ambika

Consumers can get disengaged from advertisements, but there is scarce research that examines advertising disengagement.
Tripathi et al.

MANAGEMENT SLANT

  • Advertising disengagement by consumers can lead to inefficient use of a marketer’s resources.
  • A construct of advertising disengagement and a scale for measuring it have been developed from this research.
  • Advertisers and media platforms can benefit from a reduction in skepticism about advertisements.
  • Reducing consumer skepticism mitigates advertising disengagement and has a salutary effect on the efficacy of campaigns by encouraging consumer word of mouth about the advertisements.

INTRODUCTION

The rapid growth of media channels and the ubiquity of digital platforms have altered the advertising landscape significantly. Opportunities for brands to inform, entice, persuade,...

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