PT  - JOURNAL ARTICLE
AU  - Jon D Morris
AU  - Chongmoo Woo
AU  - James A. Geason
AU  - Jooyoung Kim
TI  - The Power of Affect: Predicting Intention
AID  - 10.2501/JAR-42-3-7-17
DP  - 2002 May 01
TA  - Journal of Advertising Research
PG  - 7--17
VI  - 42
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/42/3/7.short
4100  - http://www.journalofadvertisingresearch.com/content/42/3/7.full
SO  - J Advert Res2002 May 01; 42
AB  - 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.