The Affective-Cognitive Model of Stimulus-Based Affect: Individual Differences in Response to the Vividness of Product Descriptions
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.
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.
David J. Moore, University of Michigan
Leah J. Bovell, Georgia State University
NA - Advances in Consumer Research Volume 35 | 2008
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