influences
The Power of Affect: Predicting Intention
JON D. MORRIS
This robust structural modeling study, with over 23,000 responses to 240 advertising
The University of Florida
messages, found that affect when measured by a visual measure of emotional
jonmorris@adsam.com
response dominates over cognition for predicting conative attitude and action.
CHONGMOO WOO
The University of Florida chongmoo@ufl.edu FOR
DECADES
marketing and advertising profes-
require cognitive processing. Thus, one clear
sionals and researchers have been struggling with
solution to these issues would be the development
JAMES A. GEASON
two important questions: What is more predictive
and use of a nonverbal measure of affect. A non-
The University of Florida
of consumer intent—thoughts or feelings? And, in
verbal measure would offer the potential for rep-
jgeason@grove.ufl.edu
the tripartite of cognitive, affective, conative atti-
resenting attitudinal properties without cognitive
tudes does cognitive attitude dominate and does
processing.
JOOYOUNG KIM
it mediate the relationship between affect and
The University of Florida
intent?
jykim@ufl.edu
AFFECTIVE AND COGNITIVE-BASED ATTITUDE
Affect is clearly one component of attitude and a
For many years, there was a tendency of focusing
force in persuasion. Petty and Cacioppo (1981)
on cognitive-based attitude, suggesting that, with
have defined attitude as, “a general and enduring
advertising involvement, cognition predominates
positive or negative feeling about some person,
over affective processing and that affective reac-
object or issue.” Although this definition obvi-
tions are always mediated by cognition (Green-
ously assigns an affective component to attitude,
wald and Leavitt, 1984; Tsal, 1985). In fact, the
persuasion research has been dominated by the
derivation and strength of the attitude toward the
message
JON D. MORRIS
This robust structural modeling study, with over 23,000 responses to 240 advertising
The University of Florida
messages, found that affect when measured by a visual measure of emotional
jonmorris@adsam.com
response dominates over cognition for predicting conative attitude and action.
CHONGMOO WOO
The University of Florida chongmoo@ufl.edu FOR
DECADES
marketing and advertising profes-
require cognitive processing. Thus, one clear
sionals and researchers have been struggling with
solution to these issues would be the development
JAMES A. GEASON
two important questions: What is more predictive
and use of a nonverbal measure of affect. A non-
The University of Florida
of consumer intent—thoughts or feelings? And, in
verbal measure would offer the potential for rep-
jgeason@grove.ufl.edu
the tripartite of cognitive, affective, conative atti-
resenting attitudinal properties without cognitive
tudes does cognitive attitude dominate and does
processing.
JOOYOUNG KIM
it mediate the relationship between affect and
The University of Florida
intent?
jykim@ufl.edu
AFFECTIVE AND COGNITIVE-BASED ATTITUDE
Affect is clearly one component of attitude and a
For many years, there was a tendency of focusing
force in persuasion. Petty and Cacioppo (1981)
on cognitive-based attitude, suggesting that, with
have defined attitude as, “a general and enduring
advertising involvement, cognition predominates
positive or negative feeling about some person,
over affective processing and that affective reac-
object or issue.” Although this definition obvi-
tions are always mediated by cognition (Green-
ously assigns an affective component to attitude,
wald and Leavitt, 1984; Tsal, 1985). In fact, the
persuasion research has been dominated by the
derivation and strength of the attitude toward the
message