当消费者忽略了广告信息

IF 2.1 4区管理学 Q3 BUSINESS

Journal of Advertising Research Pub Date : 2022-03-01 DOI:10.2501/JAR-2021-020

S. Tripathi, Varsha Jain, Jatin Pandey, A. Merchant, Anupama Ambika

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引用次数: 5

摘要

消费者可以脱离广告，但很少有研究来考察广告脱离。现有的研究缺乏对广告脱离的明确、全面的定义或衡量它的量表。因此，本研究侧重于开发广告脱离的结构和开发衡量量表。规模开发过程包括六个步骤，总样本量为1252个。这项研究的结果是一个18项的广告脱离单维度量表，衡量个人对广告的被动和脱离。这项工作的见解表明，消费者对广告的怀疑增加了广告的脱离，反过来又减少了对广告的口碑。

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When Consumers Tune Out Advertising Messages

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.

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来源期刊

Journal of Advertising Research Multiple-

CiteScore

4.20

自引率

12.00%

发文量

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.