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Identifying the Impact of Individual Differences on the Basis of Affect Intensity Measure on Consumers Response to Advertising Appeals


  • Santosh Kumar

    () (Khadim Ali Shah Bukhari Institute of Technology (KASBIT))


This study aims (i) to find out the individuals scoring on Larsen Affect intensity measurement Scale (AIM) for emotional ads and (ii) to know whether the individual differences of response diminishes when they are exposed to the nonemotional (rational) advertisements, (iii) to know whether the cultural differences among other countries and Pakistan mediate the applicability and implications of AIM scale in the field of advertising research. Variety of researchers including consumers behavior, psychological as well as advertising have been associated with advertising research from many years in order to attain the desired advertising objectives effectively. The most important creative strategy decision is to decide on critical areas of an advertisement including source, message and channel factors for developing an effective advertisement. It is believed that a smart approach for developing effective ads common types of message appeals include fear, humor and comparative advertising. Primary data was collected using the close ended questionnaire which was administered to the target audience after exposing them to advertisements consisting of different appeals. The secondary data has been collected from journals, magazines, newspapers, thesis, books and electronic resources. This study reveals that Individual differences affect intensity play a major role in individual’s response to advertising appeals while they are exposed to Positive and Negative emotional appeals, neutral and logical appeals portraying advertisements. Recommendations are made for advertising agencies/firms themselves to select either emotional or rational appeal to be included in their advertisement, It is also suggested to gauge through research using random samples that whether the more number of High Aims exist in their target audience or more number of Low Aims exist and select the advertising appeal to be used accordingly. Furthermore emotional appeal should be used when more number of High AIM subjects exists in the target audience. Non-emotional, rational, logical appeal should be used when large number of Low AIM subjects exists.

Suggested Citation

  • Santosh Kumar, 2013. "Identifying the Impact of Individual Differences on the Basis of Affect Intensity Measure on Consumers Response to Advertising Appeals," KASBIT MS Thesis Series, Khadim Ali Shah Bukhari Institute of Technology (KASBIT).
  • Handle: RePEc:ksb:msthes:y:2013

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    More about this item


    Individual differences; affect Intensity; Advertising; Appeals; Non-emotional; rational; logical.;

    JEL classification:

    • D71 - Microeconomics - - Analysis of Collective Decision-Making - - - Social Choice; Clubs; Committees; Associations
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising


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