The Affective-Cognitive Model of Stimulus-Based Affect: Individual Differences in Response to the Vividness of Product Descriptions
The Affective-Cognitive Model of Stimulus-Based Affect: Individual Differences in Response to the Vividness of Product Descriptions
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发表时间：
2008
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通讯作者：
David J. Moore;Leah Bovell
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作者：
David J. Moore;Leah Bovell
受试者被暴露在生动的和苍白的CinabonTM卷的描述中。研究发现：(1)与产品相关的香气记忆的联想网络在生动性对欲望、态度和购买意向的影响中起中介作用。(2)享乐合理化——屈服于饮食诱惑的正当理由——介导了情感强度对渴望和欲望的影响。但认知思考——专注于放纵后果的思考——未能调解情感强度对欲望的影响。
Subjects were exposed to vivid versus pallid descriptions of CinabonTM 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.