RT Journal Article
SR Electronic
T1 The Power of Affect: Predicting Intention
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 7
OP 17
DO 10.2501/JAR-42-3-7-17
VO 42
IS 3
A1 Jon D Morris
A1 Chongmoo Woo
A1 James A. Geason
A1 Jooyoung Kim
YR 2002
UL http://www.journalofadvertisingresearch.com/content/42/3/7.abstract
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.