2016 Journal of Advertising Research Best Paper WinnerA Context-Specific Approach to Measuring Engagement – Predicting Consumer Behavior across Qualitatively Different ExperiencesResearchers 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…