When Consumers Tune Out: A New Scale Evaluates Ad Disengagement

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Summary

Why do consumers tune out advertising messaging, and what can marketers do about it? There is plenty of research about consumer engagement, but very little on disengagement. New research has filled that gap by broadening the definition of disengagement, identifying the cause for it, and developing a scale for measuring it.

Authors’ bios:

Sanjeev Tripathi (sanjeevt@iimidr.ac.in) is a professor at the Indian Institute of Management (IIM), in Indore, India. His research interests are consumer behavior, behavioral pricing, branding, judgment and decision making and in numeral cognition.

Varsha Jain (varsha.jain@micamail.in) is a professor in integrated marketing communications and the Co-Chairperson of the Doctoral Program and Research at MICA in Gujarat, India. Her research areas are advertising, branding, digital marketing and digital natives.

Jatin Pandey (jatinp@iimidr.ac.in) is the seventh IIM Indore Young Faculty Research Chair and an assistant professor at IIM, Indore, and a fellow at IIM Ahmedabad, India. His research interests include management, spirituality and religion, and emotions in the workplace.

Altaf Merchant (altafm@u.washington.edu) is the dean and a professor of marketing at the Milgard School of Business, University of Washington, Tacoma. His research interests focus on nostalgia, brand heritage, cross-cultural issues and charitable giving.

Anupama Ambika (anupama_fpm18@micamail.in) is a Fellow Program in Management scholar at MICA, Ahmedabad, India. Her research interests are at the intersection of marketing, consumer behavior and technology.