Capturing Consumer Experiences: A Context-Specific Approach to Measuring Engagement

Journal of Advertising Research, Forthcoming

48 Pages Posted: 21 May 2015

Date Written: May 19, 2015

Abstract

Academics and practitioners alike have increasingly embraced the idea of customer engagement as a major objective of marketing. But this raises the question of how engagement should be conceptualized and measured. Existing research has approached this in a conventional way by developing “one size fits all” measures with a fixed set of scale items. In the present research, we clarify the concept of engagement and develop a new approach for measuring it – a flexible approach based on context-specific experiences that can vary across brands and products. In three studies, spanning the disparate categories of jazz music, newspapers, and television programming, we present evidence that our flexible approach to measuring engagement is predictive of consumption. In addition, our third study provides new evidence that engagement with television programming can increase advertising effectiveness.

Keywords: engagement, experience, satisfaction, validity, advertising

Suggested Citation

Isaac, Mathew S. and Calder, Bobby and Malthouse, Edward, Capturing Consumer Experiences: A Context-Specific Approach to Measuring Engagement (May 19, 2015). Journal of Advertising Research, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2608149 or http://dx.doi.org/10.2139/ssrn.2608149

Mathew S. Isaac

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Bobby Calder

Independent ( email )

Edward Malthouse (Contact Author)

Northwestern University ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

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