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.
