The Power of Affect: Predicting Intention

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.

The Power of Affect: Predicting Intention

Jon D MorrisChongmoo WooJames A. GeasonandJooyoung KimThe University of Florida

For decades marketing and advertising professionals and researchers have been struggling with two important questions: What is more...