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

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


  • 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...
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