… Karrh, and Herr, 1994); identifying multiple emotional responses within a single television
commercial (Morris and McMullen, 1993); and identifying gender differences and the relative …

… In this study, AdSAM®, or nonverbal affective scores from advertising copytests were
compared to the cognitive scores (Morris, 1995). Purchase intention and brand interest …

We examine a model of six latent constructs and propose that true brand loyalty can be
explained as a result of five distinct antecedents: brand credibility, affective brand conviction, …

In this paper we introduce the idea of explaining responses, in one cortical area, in terms of
an interaction between the influence of another area and some experimental (sensory or task…

We have used event-related functional magnetic resonance imaging (fMRI) to characterize
neural responses associated with emotional learning. Employing a classical conditioning …

… Correspondence regarding this article should be sent to: Jon D. Morris, Professor, Department
of Advertising, College of Journalism and Communications, University of Florida, PO Box …

… These three dimensions are: P pleasure/displeasure, A arousal/non-arousal, and D
dominance/submissiveness. Pleasure/displeasure ranges from extreme … Lang and Waine …

The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two
routes to attitude change: central and peripheral. The central route emphasises a high …

Consumers' affective responses to and cognitive structures in thinking about a product, and
the influence of these processes on the trial experience evaluation, are examined in …

Unlike previous emotional studies using functional neuroimaging that have focused on
either locating discrete emotions in the brain or linking emotional response to an external …