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

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