PT  - JOURNAL ARTICLE
AU  - Calder, Bobby J.
AU  - Isaac, Mathew S.
AU  - Malthouse, Edward C.
TI  - How to Capture Consumer Experiences: A Context-Specific Approach To Measuring Engagement
AID  - 10.2501/JAR-2015-028
DP  - 2015 Dec 14
TA  - Journal of Advertising Research
PG  - JAR-2015-028
4099  - http://www.journalofadvertisingresearch.com/content/early/2015/11/20/JAR-2015-028.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2015/11/20/JAR-2015-028.full
AB  - Although academics and practitioners have embraced customer engagement as a major objective of marketing, the conceptualization and measurement of engagement is challenging. Prior research largely has relied on conventional “one-size-fits-all” measures with a fixed set of scale items. The current, more flexible approach measures engagement based on context-specific experiences that can vary across brands and products. Three studies examining engagement when consuming (a) live jazz music, (b) newspapers, and (c) television programming provided evidence that a flexible approach to measuring engagement can help predict consumer behavior. The third of these studies also provided new evidence that engagement with television programming increases advertising effectiveness.