TY - JOUR T1 - The Power of Affect: Predicting Intention JF - Journal of Advertising Research JO - J Advert Res SP - 7 LP - 17 DO - 10.2501/JAR-42-3-7-17 VL - 42 IS - 3 AU - Jon D Morris AU - Chongmoo Woo AU - James A. Geason AU - Jooyoung Kim Y1 - 2002/05/01 UR - http://www.journalofadvertisingresearch.com/content/42/3/7.abstract N2 - 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. ER -