Dimensions of Temperament: Affect Intensity and Consumer Lifestyles

Abstract

This article focuses on the relation between affect intensity and 3 fundamental dimensions of temperament-emotionality, sociability, and sensory arousability. The purpose was to show that individual differences in affect intensity as a dimension of temperament can influence not only advertising responses, but also the lifestyles and preferences of consumers. Study 1 confirmed the emotionality dimension in that high affect intensity individuals responded with significantly stronger levels of emotion when exposed to an affectively charged advertising appeal, but not when exposed to a nonemotional appeal. Studies 2 and 3 demonstrated that the fundamental dimensions of temperament are accompanied by heightened emotional intensity and do predict different preferences for lifestyle activities for high and low affect intensity consumers. A significant Affect Intensity × Gender interaction occurred indicating that both men and women expressed stronger emotions when experiencing activities that were gender-congruent (e.g., watching sports on TV for men, and smelling perfumes for women). Future research directions are also discussed.

8 ou 80! Adaptação e validação da Escala Breve de Intensidade Afectiva

“…De facto, os resultados globais da EBIA parecem constituir um indicador do impacto deste tipo de manipulações, dado que apenas as pessoas classificadas como "elevada intensidade afectiva" foram sensíveis ao filme humorístico apresentado, reportando um estado de espírito mais positivo. Estes resultados corroboram as evidências presentes na literatura de que tais pessoas tendem a reagir mais intensamente a eventos do quotidiano (e.g., Larsen et al, 1986), exibindo ainda maior preferência por actividades emocionalmente estimulantes (Moore & Homer, 2000). Contudo, apesar de, por definição, o constructo de intensidade afectiva não depender da valência em causa, será desejável a replicação destes resultados com manipulações negativas do estado de espírito.…”

Psychographic measures and sensory consumer tests: When emotional experience and feeling-based judgments account for preferences

“…High intensity individuals reported stronger levels of enjoyment for emotionally stimulating activities, high social interaction activities, as well as higher levels of enjoyment produced by sensory stimuli such as smelling freshly baked bread or fine scents (Moore & Homer, 2000). The search and preference for stimulating activities are based on an arousal regulation theory of affect intensity.…”

The contrasting effects of negative word of mouth in the post‐consumption stage

“…In addition to the revised content and negativity measures, there was a new check (adapted from Moore & Homer, 2000) on the emotionality of the two NWOM conditions. The pretest as well as experimental items were anchored by 1 (strongly disagree) and 10 (strongly agree).…”