Affect Intensity: An Individual Difference Response to Advertising Appeals.

Article OPEN
Moore, David J; Harris, William D; Chen, Hong C;
  • Journal: Journal of Consumer Research,volume 22,issue 2 September,pages154-64
  • Related identifiers: doi: 10.1086/209442

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
Share - Bookmark