Vividness effects: a resource-matching perspective
Article Abstract:
The authors present a resource-matching perspective to explain the relationship between vividness and persuasion. Three experiments confirm the predicted inverted-U relationship between resource allocation and persuasion for vivid information, and a positive linear relationship between resource allocation and persuasion for nonrigid information when vivid information is less resource demanding than nonvivid information. This persuasion pattern is reversed in experiment 4, where nonvivid information is less resource demanding than vivid information; that is, there is an inverted-U relationship for nonvivid information, and a positive linear relationship for vivid information. The contrasting persuasion functions for vivid and nonvivid information can predict when vivid information will be more versus less persuasive than nonvivid information. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1997
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Affect intensity: an individual difference response to advertising appeals
Article Abstract:
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 responses to emotional advertising appeals. In two experiments high affect intensity individuals, compared with those who scored low on the AIM scale, (1) manifested significantly stronger emotional responses to the emotional advertising appeal and (2) showed no differences in emotional response intensity when exposed to a nonemotional appeal. Both negative and positive emotions mediated the influence of affect intensity on attitude formation. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1995
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