When Consumers Tune Out Advertising Messages
研究了消费者对广告的脱离现象，开发了一个18题项的单维度量表来测量个体的被动和疏离程度，发现消费者对广告的怀疑会增加脱离，进而减少口碑传播。
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.