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...
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