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

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Santosh Kumar; (2013)
  • Journal: KASBIT MS Thesis Series
  • Subject: Individual differences, affect Intensity, Advertising, Appeals, Non-emotional, rational, logical.
    • jel: jel:M37 | jel:D91 | jel:M31 | jel:D71
    acm: ComputingMilieux_MISCELLANEOUS

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, (... View more
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