search query: @indexterm Attitudes / total: 611
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| Author: | Mano, H. |
| Title: | Affect and persuasion: The influence of pleasentness and arousal on attitude formation and message elaboration |
| Journal: | Psychology & Marketing
1997 : JUL, VOL. 14:4, p. 315-335 |
| Index terms: | ATTITUDES COMMUNICATION PSYCHOLOGY |
| Language: | eng |
| Abstract: | This paper examines the effects of affect's primary dimensions, pleasentness and arousal on ad-based persuasion outcomes and processes. Subjects were exposed to a persuasive communication and assigned to an involvement by message strength design, after assessing their naturally occurring levels of pleasentness and arousal. Pleasentness influenced the involvement and message interaction on attitude favorability. Higer pleasentness accentuated attitude favorability for the stronger message only under higher involvement. Pleasentness may be a moderating factor in shaping attitude favorability. |
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