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Choosing communication portfolios to accomplish tasks: The effects of individual differences

โœ Scribed by Chei Sian Lee; Dion Hoe-Lian Goh; Alton Y.K. Chua; Brendan Luyt

Book ID
116377097
Publisher
Elsevier Science
Year
2009
Tongue
English
Weight
213 KB
Volume
53
Category
Article
ISSN
0360-1315

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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