The Power of Affect: Predicting Intention

Morris, Jon D.; Woo, Chongmoo; Geason, James A.; Kim, Jooyoung

doi:10.2501/jar-42-3-7-17

Cited by 252 publications

(166 citation statements)

References 31 publications

Supporting

Mentioning

142

Contrasting

Unclassified

Order By: Relevance

“…A change in affect (negative or positive) as a result of a change in commercial stimuli has recently been shown to be linked to behaviour and behavioural changes, 14 contradicting a previous number of studies that questioned the ability of affect to predict behaviour. 15 In fact, the mid-1970s were filled with disillusionment towards the affective attitude concept.…”

Section: Introductioncontrasting

confidence: 45%

Elaboration likelihood model: A missing intrinsic emotional implication

Morris

Woo²,

Singh

2005

J Target Meas Anal Mark

Self Cite

View full text Add to dashboard Cite

others. Over the past few years, he has been developing a model (AdSAM) for analysing emotional response to marketing communications. ChongMoo Woois a doctoral student majoring in advertising in the Department of Advertising at the University of Florida. He received a BA and MA, both in advertising and public relations from the Chung-Ang University, Seoul, South Korea, and an MA in advertising from the University of Florida. During the programme of study, he has completed course work toward an MA in statistics and has published in the Abstract The Elaboration Likelihood Model (ELM), developed by Petty and Cacioppo, proposed two routes to attitude change: central and peripheral. The central route emphasises a high relevance of the message to the individual. In the peripheral route, the individual concentrates on heuristic cues like attractive expert sources and number rather than the content of arguments employed by the message to process the message. If these cues produce an attitude change, this change is likely to be shorter lasting and unpredictable of that individual's behaviour. Hence, the cognitive (central) aspect of the ELM overshadows its affective (peripheral) aspect, and the underlying suggestion of this model is that an attitude change is mostly reached through cognition as opposed to emotion. This study attempts to show that the emotional aspect is as important as the cognitive aspect. The basis for this conclusion is that even as an individual processes a message cognitively, that cognition has an emotional core. In addition, there is a possibility that content processing (elaboration) gives rise to emotions and that this leads to a longer-lasting change in attitudes.

show abstract

Section: Introductioncontrasting

confidence: 45%

Elaboration likelihood model: A missing intrinsic emotional implication

Morris

Woo²,

Singh

2005

J Target Meas Anal Mark

Self Cite

View full text Add to dashboard Cite

show abstract

“…These aspects were also mentioned by Karasek and related to workload and stress in his model together with Theorell in 1990(in Gaillard, 2003. In research concerning topics such as picture processing (Bradley et al, 1994) or defining the effects in advertising (Morris et al, 2002) the dimension dominance plays an important role as well. It is recommendable that also in environmental psychology dominance is conceived as an influential factor which deserves serious attention and that this dimension will be rehabilitated.…”

Section: Resultsmentioning

confidence: 99%

Pleasure, Arousal, Dominance: Mehrabian and Russell revisited

et al. 2014

View full text Add to dashboard Cite

“…Developing affective commitment is important for companies because committed customers are less sensitive to price changes and willing to stay in a long-term relationship with the company or brand (Evanschitzky et al 2006). Morris et al (2002) found that customer intention to buy from and continue a relationship with the service provider is strongly influenced by emotions. Similarly, Han and Back (2008) stated that the emotional aspect of affective commitment caused a significant increase in consumer behavioral intentions.…”

Section: Brand Loyaltymentioning

confidence: 99%

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Fatma¹,

Rahman²

2017

Service Science

View full text Add to dashboard Cite

Abstract. This study aims to examine the influence of consumer-perceived ethicality of a hotel brand on customer brand loyalty through the customer identification with the brand, considering the mediating role of affective commitment and trust. The findings suggest that when consumers have an ethical perception of a company's behavior, they tend to be more identified with the hotel brand, which results in favorable judgment of the hotel brand in terms of developing affective attachment to the brand (affective commitment) and willingness to rely on that brand (brand trust). This positive evaluation of a hotel brand results in determining the customer long-term relationship with the brand (brand loyalty). This study aims to contribute to the underresearched area of business ethics and hotel brands by examining the relational perspective of brand loyalty, and characterizes the relationship between consumer-perceived ethicality and brand loyalty through customers' brand identity, brand trust, and affective commitment.

show abstract

The Power of Affect: Predicting Intention

Cited by 252 publications

References 31 publications

Elaboration likelihood model: A missing intrinsic emotional implication

Elaboration likelihood model: A missing intrinsic emotional implication

Pleasure, Arousal, Dominance: Mehrabian and Russell revisited

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Contact Info

Product

Resources

About