Affect Intensity: An Individual Difference Response to Advertising Appeals.
Moore, David J; Harris, William D; Chen, Hong C;
- Journal: Journal of Consumer Research,volume 22,issue 2 September,pages154-64
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 respon... View more
- Metrics No metrics available