publication . Article . 2013

Identifying the Impact of Individual Differences on the Basis of Affect Intensity Measure on Consumers Response to Advertising Appeals

Santosh Kumar;
Open Access
  • Published: 01 Jan 2013
Abstract
This study aims (i) to find out the individuals scoring on Larsen Affect intensity measurement Scale (AIM) for emotional ads and (ii) to know whether the individual differences of response diminishes when they are exposed to the nonemotional (rational) advertisements, (iii) to know whether the cultural differences among other countries and Pakistan mediate the applicability and implications of AIM scale in the field of advertising research. Variety of researchers including consumers behavior, psychological as well as advertising have been associated with advertising research from many years in order to attain the desired advertising objectives effectively. The m...
Subjects
ACM Computing Classification System: ComputingMilieux_MISCELLANEOUS
free text keywords: Individual differences, affect Intensity, Advertising, Appeals, Non-emotional, rational, logical., jel:D71, jel:D91, jel:M31, jel:M37
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