Affect Intensity, Gender and the Expression of Emotion in Response to Advertising Appeals

David J. Moore, University of Michigan
ABSTRACT - The affect intensity measure (AIM) Larsen (1984) has been positioned primarily as a unidimensional construct measuring the characteristic strength with which people experience both positive and negative emotions (Larsen and Diener 1987). However, recent reexaminations of the factor structure of the AIM have demonstrated that people do not experience positive emotions with the same fundamental intensity as negative emotions (Weinfurt, Bryant and Yarnold 1994; Bryant, Yarnold and Grimm 1996). Since these findings seem to challenge Larsen’s (1984) notion that the AIM is, in fact, a unidimensional construct, one of the objectives of this study is to reexamine the dimensions of the factors that comprise the AIM and to determine the manner in which these factors measure the intensity of positive and negative emotions.
[ to cite ]:
David J. Moore (2004) ,"Affect Intensity, Gender and the Expression of Emotion in Response to Advertising Appeals", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 29-30.