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.

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...