2016 Journal of Advertising Research Best Paper Winner
A Context-Specific Approach to Measuring Engagement – Predicting Consumer Behavior across Qualitatively Different Experiences
Researchers from Northwestern University and Seattle University offer a new approach to measuring engagement that would be flexible enough to accommodate context-specific indicators of experiences without altering the higher order meaning of the engagement construct. Engagement, the authors caution, is a multi-level construct that emerges from the thoughts and feelings about one or more rich experiences involved in reaching a personal goal. Given this definition, any measure that seeks to truly measure engagement must attempt to capture these important goal-relevant experiences in a context-specific way. This study included three assessments of engagement when consuming live jazz music, newspapers, and television programming—which provided evidence that a flexible approach to measuring engagement can help predict consumer behavior.
Bobby J. Calder – Kellstadt Professor of Marketing, Kellogg School of Management, Northwestern University
Mathew S. Isaac – Assistant Professor of Marketing in the Albers School of Business and Economics, Seattle University
Edward C. Malthouse, Theodore R. & Annie Laurie Sills – Professor of Integrated Marketing Communications and Industrial Engineering and Management Science, Northwestern University