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The influence of stimulus ambiguity on category and attitude formation

โœ Scribed by Frauke Uekermann; Andreas Herrmann; Daniel Wentzel; Jan R. Landwehr

Book ID
107526622
Publisher
Springer-Verlag
Year
2009
Tongue
English
Weight
327 KB
Volume
4
Category
Article
ISSN
1863-6683

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In contrast to past research that viewed affect as unidimensional, this study examines the effects of affect's two primary dimensions, pleasantness and arousal, on ad-based persuasion outcomes (attitude favorability) and processes (degree of elaboration, thought positivity). After assessing their na