The Affective-Cognitive Model of Stimulus-Based Affect: Individual Differences in Response to the Vividness of Product Descriptions

David J. Moore, University of Michigan
Leah J. Bovell, Georgia State University
Subjects were exposed to vivid versus pallid descriptions of Cinabon™ rolls. The findings:(1) the associative network of memories of the aroma associated with the product mediated the influence of vividness on desire, attitudes, and purchase intention. (2) Hedonic rationalizations – justifications for yielding to an eating temptation – mediated the influence of affect intensity on craving and desire. But cognitive deliberations – thoughts that focus on the consequences of indulging, failed to mediate the effect of affect intensity on desire.
[ to cite ]:
David J. Moore and Leah J. Bovell (2008) ,"The Affective-Cognitive Model of Stimulus-Based Affect: Individual Differences in Response to the Vividness of Product Descriptions", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 695-696.