Affect Without Cognition

Focusing on the relationship between Chinese young consumers’ brand buying intention and cognitive and affective variables, this study empirically tests brand attitude formation mechanism, which is generally recognized as a concept model. Brand personality identification, as an affective variable, significantly influences Chinese young consumers’ brand buying intention. Brand personality cognitive strength and brand personality distinctiveness, as cognitive variables, have significant influences on their buying intention of a domestic brand, but not an American brand.


Jingjing Ma, Li Zhang, and Xinxin Ma (2007) ,"Affect Without Cognition", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 389-391.


Jingjing Ma, Peking University, China
Li Zhang, Peking University, China
Xinxin Ma, Central University for Nationalities, China


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


When Consumers Choose for Others, Their Preferences Diverge from Their Own Salient Goals

Olya Bullard, University of Winnipeg

Read More


R9. The Asymmetric Effects Of Attitude Toward The Brand (Symbolic Vs. Functional) Upon Recommendation System (Artificial Intelligence Vs. Human)

Kiwan Park, Seoul National University, USA
Yaeri Kim, Seoul National University, USA
Seojin Stacey Lee, Seoul National University, USA

Read More


J3. You Think I’m Yours but, Trust Me, I’m Not: How Consumers Value Dogs and Cats

Colleen Patricia Kirk, New York Institute of Technology
Samantha Renee Kirk, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.