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Affect intensity revisited: Individual differences and the communication effects of emotional stimuli
Author(s) -
Geuens Maggie,
De Pelsmacker Patrick
Publication year - 1999
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/(sici)1520-6793(199905)16:3<195::aid-mar1>3.0.co;2-z
Subject(s) - affect (linguistics) , psychology , mood , social psychology , intensity (physics) , criticism , communication , art , physics , literature , quantum mechanics
Abstract The influence of a measure of individual differences with regard to the experience of emotions, more specifically affect intensity, on communication effects of different emotional (warm, humorous, and erotic) and nonemotional advertising appeals is tested. Although affect intensity is claimed to be generalizable across moods, the results lend tentative support for the recently raised criticism that affect intensity appears to be mood specific. Indeed, the predicted effects of affect intensity seem to occur more in the case of warm and humorous appeals, and only to a lesser extent in response to erotic ads. © 1999 John Wiley & Sons, Inc.