TITLE

Exploring The Role of Individual Differences in Affect Intensity on the Consumer's Response to Advertising Appeals

AUTHOR(S)
Moore, David J.; Harris, William D.; Chen, Hong C.
PUB. DATE
January 1994
SOURCE
Advances in Consumer Research;1994, Vol. 21 Issue 1, p181
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This paper examined the role of the Affect Intensity Measurement scale (Larsen 1984) as an important tool in measuring consumers' response to advertising appeals. The AIM assesses the strength of the emotions with which individuals respond to an affect laden stimulus. The theoretical foundations for the development of the scale are discussed and several studies in both social psychology and marketing focusing on various aspects of the affect intensity construct are reviewed. The theoretical and practical implications of the findings of these studies on the future direction of research in emotional advertising are also presented.
ACCESSION #
9307155620

 

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