The Power of Affect: Predicting Intention

Journal of Advertising ResearchPublished 1 May 2002

Jon D. Morris, Chongmoo Woo, James A. Geason, Jooyoung Kim

DOI10.2501/jar-42-3-7-17

Source URL

Citations350

SJR quartileQ1

SJR score0.82

SNIP0.72

Abstract

ABSTRACT 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.

Keywords

PsychologyArts and HumanitiesBusiness, Management and Accounting