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Affect Intensity: An Individual Difference Response to Advertising Appeals

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  • Moore, David J
  • Harris, William D
  • Chen, Hong C

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. Copyright 1995 by the University of Chicago.

Suggested Citation

  • Moore, David J & Harris, William D & Chen, Hong C, 1995. "Affect Intensity: An Individual Difference Response to Advertising Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 154-164, September.
    • Handle: RePEc:oup:jconrs:v:22:y:1995:i:2:p:154-64
    DOI: 10.1086/209442
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    Cited by:

    1. Ruiz, Salvador & Sicilia, Maria, 2004. "The impact of cognitive and/or affective processing styles on consumer response to advertising appeals," Journal of Business Research, Elsevier, vol. 57(6), pages 657-664, June.
    2. Sanjeev Verma, 2009. "Do All Advertising Appeals Influence Consumer Purchase Decision," Global Business Review, International Management Institute, vol. 10(1), pages 33-43, January.
    3. Joëlle Vanhamme & Adam Lindgreen & Jon Reast & Nathalie Popering, 2012. "To Do Well by Doing Good: Improving Corporate Image Through Cause-Related Marketing," Journal of Business Ethics, Springer, vol. 109(3), pages 259-274, September.
    4. Grisaffe, Douglas B. & Nguyen, Hieu P., 2011. "Antecedents of emotional attachment to brands," Journal of Business Research, Elsevier, vol. 64(10), pages 1052-1059, October.
    5. Neeraj Arora & Ty Henderson, 2007. "Embedded Premium Promotion: Why It Works and How to Make It More Effective," Marketing Science, INFORMS, vol. 26(4), pages 514-531, 07-08.
    6. Taeho YohAuthor-Name: Meungguk Park, 2015. "An Integrated Model of the Effective Television PSAs on Giving Behavior," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 5(5), pages 233-247, May.
    7. Anita Pansari & V. Kumar, 2017. "Customer engagement: the construct, antecedents, and consequences," Journal of the Academy of Marketing Science, Springer, vol. 45(3), pages 294-311, May.
    8. Julie Pirsch & Shruti Gupta & Stacy Grau, 2007. "A Framework for Understanding Corporate Social Responsibility Programs as a Continuum: An Exploratory Study," Journal of Business Ethics, Springer, vol. 70(2), pages 125-140, January.

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