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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

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Affect Intensity: An Individual Difference Response to Advertising Appeals

David J. Moore, William D. Harris, Hong C. Chen
DOI: http://dx.doi.org/10.1086/209442 154-164 First published online: 1 September 1995


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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