Article1995

Affect Intensity: An Individual Difference Response to Advertising Appeals

David Moore · William D. Harris · Hong C. Chen

148 citations0/0 files storedJournal of Consumer Research

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior in Brand Consumption and Identification

Abstract

The Affect Intensity Measurement (AIM) scale assesses the strength of the emotions with which individuals respond to an affect-laden stimulus. This study investigated the extent to which individual differences in affect intensity influence the message recipient's responses to emotional advertising appeals. In two experiments high affect intensity individuals, compared with those who scored low on the AIM scale, (1) manifested significantly stronger emotional responses to the emotional advertising appeal and (2) showed no differences in emotional response intensity when exposed to a nonemotional appeal. Both negative and positive emotions mediated the influence of affect intensity on attitude formation.

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References

1983Measuring individual differences in empathy: Evidence for a multidimensional approach.1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1987Affect intensity as an individual difference characteristic: A review 1987The Power of Feelings in Understanding Advertising Effects 1994Public Service Advertisements: Emotions and Empathy Guide Prosocial Behavior 1985Appeals to image and claims about quality: Understanding the psychology of advertising.1980Television Commercial Wearout: An Information Processing View

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