Affect intensity revisited: Individual differences and the communication effects of emotional stimuli
✍ Scribed by Maggie Geuens; Patrick De Pelsmacker
- Publisher
- John Wiley and Sons
- Year
- 1999
- Tongue
- English
- Weight
- 136 KB
- Volume
- 16
- Category
- Article
- ISSN
- 0742-6046
No coin nor oath required. For personal study only.
✦ Synopsis
The influence of a measure of individual differences with regard to the experience of emotions, more specifically affect intensity, on communication effects of different emotional (warm, humorous, and erotic) and nonemotional advertising appeals is tested. Although affect intensity is claimed to be generalizable across moods, the results lend tentative support for the recently raised criticism that affect intensity appears to be mood specific. Indeed, the predicted effects of affect intensity seem to occur more in the case of warm and humorous appeals, and only to a lesser extent in response to erotic ads.