The power of affect: Predicting intention

被引：190

作者：

Morris, JD ^{[1
]}

Woo, C ^{[1
]}

Geason, JA ^{[1
]}

Kim, J ^{[1
]}

机构：

[1] Univ Florida, Coll Journalism & Commun, Gainesville, FL 32611 USA

来源：

JOURNAL OF ADVERTISING RESEARCH | 2002年 / 42卷 / 03期

关键词：

D O I：

10.2501/JAR-42-3-7-17

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This robust structural modeling study, with over 23,000 responses to 240 advertising messages, found that affect when measured by a visual measure of emotional response dominates over cognition for predicting conative attitude and action.

引用

页码：7 / 17

页数：11

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