Affect Intensity and the Consumer's Attitude toward High Impact Emotional Advertising Appeals

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Abstract
Subjects scoring high on the Affect Intensity Measurement (AIM) scale responded with greater emotional intensity than low AI subjects to both positive and negative emotional appeals. These high AI individuals also expressed more positive attitudes and higher levels of enjoyment of the positive emotional appeal. However, in response to the negative emotional appeal, high AI and low AI subjects did not differ in ad enjoyment level or attitude toward the ad. Emotional responses mediated the effects of affect intensity on attitude toward the ad only when subjects were exposed to the positive emotional appeal. Theoretical and managerial implications of the effect of affect intensity on the recipient's attitude toward high impact emotional advertising appeals are discussed.