S. Tripathi, Varsha Jain, Jatin Pandey, A. Merchant, Anupama Ambika
{"title":"当消费者忽略了广告信息","authors":"S. Tripathi, Varsha Jain, Jatin Pandey, A. Merchant, Anupama Ambika","doi":"10.2501/JAR-2021-020","DOIUrl":null,"url":null,"abstract":"Consumers can get disengaged from advertisements, but there is scarce research that examines advertising disengagement. Extant research lacks a clear, comprehensive definition of advertising disengagement or a scale that measures it. Accordingly, this study focused on developing the construct of advertising disengagement and developing a scale for measurement. The scale development process encompasses six steps, with a total sample size of 1,252. The outcome of this research is an 18-item unidimensional scale for advertising disengagement that measures the individual’s passivity and detachment from advertisements. The insights from this work indicate that consumer skepticism about advertisements increases advertising disengagement, which, in turn, reduces word of mouth about the advertisements.","PeriodicalId":51400,"journal":{"name":"Journal of Advertising Research","volume":"62 1","pages":"3 - 17"},"PeriodicalIF":2.1000,"publicationDate":"2022-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"5","resultStr":"{\"title\":\"When Consumers Tune Out Advertising Messages\",\"authors\":\"S. Tripathi, Varsha Jain, Jatin Pandey, A. Merchant, Anupama Ambika\",\"doi\":\"10.2501/JAR-2021-020\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Consumers can get disengaged from advertisements, but there is scarce research that examines advertising disengagement. Extant research lacks a clear, comprehensive definition of advertising disengagement or a scale that measures it. Accordingly, this study focused on developing the construct of advertising disengagement and developing a scale for measurement. The scale development process encompasses six steps, with a total sample size of 1,252. The outcome of this research is an 18-item unidimensional scale for advertising disengagement that measures the individual’s passivity and detachment from advertisements. The insights from this work indicate that consumer skepticism about advertisements increases advertising disengagement, which, in turn, reduces word of mouth about the advertisements.\",\"PeriodicalId\":51400,\"journal\":{\"name\":\"Journal of Advertising Research\",\"volume\":\"62 1\",\"pages\":\"3 - 17\"},\"PeriodicalIF\":2.1000,\"publicationDate\":\"2022-03-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"5\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Advertising Research\",\"FirstCategoryId\":\"98\",\"ListUrlMain\":\"https://doi.org/10.2501/JAR-2021-020\",\"RegionNum\":4,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q3\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Advertising Research","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.2501/JAR-2021-020","RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"BUSINESS","Score":null,"Total":0}
Consumers can get disengaged from advertisements, but there is scarce research that examines advertising disengagement. Extant research lacks a clear, comprehensive definition of advertising disengagement or a scale that measures it. Accordingly, this study focused on developing the construct of advertising disengagement and developing a scale for measurement. The scale development process encompasses six steps, with a total sample size of 1,252. The outcome of this research is an 18-item unidimensional scale for advertising disengagement that measures the individual’s passivity and detachment from advertisements. The insights from this work indicate that consumer skepticism about advertisements increases advertising disengagement, which, in turn, reduces word of mouth about the advertisements.
期刊介绍:
The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.