A Reaction on Emotion / Non -- emotion Advertisement Caused by Individual Difference of Affect Intensity

Kim, Eun-Sook

Major in Advertising and Public Relations

The Graduate School of Mass Communication Chung-Ang University The aim of this thesis is to know the difference between their emotional reactions and attitudes in case those who have high affective intensity and low one are exposed to emotional and non-emotional stimuli. Sampling 200 subjects in convenience, emotional and non-emotional appeal advertisements made and checked for this study were exposed to each 100 twice, and then had them write a questionary composed of the measurements of affect intensity, emotional reaction, attitude toward the organization(Aorg), and attitude forward helping(Ahelp). And according to their scores of affect intensity, 30% high markers and 30% low ones were classified into two groups; One was high affect intensity group, the other low one. 125 (high group 63, low group 62) of total 200 subjects were used in final analysis.

As the result of this study, those who have high affect intensity tend to react more emotionally than the others without regard to emotional conditions of advertisement appeals. Meanwhile, the low affect intensity group showed lower emotional reaction very clearly on non-emotional appeals conditions than the other. This is the result different from suggestions of other studies. On a support organization of advertisement, Aorg of those who have high affect intensity was meaningfully more affirmative than the others regardless of appeals conditions. On the other hand, in Ahelp on a support organization of advertisement, the more emotional appeal condition is, the more Ahelp is induced regardless of individual difference of affect intensity.

In conclusion, if appeal condition is emotional, even those who have low affect intensity can react emotionally, though it is public advertisement. And it help advertisement acceptants raise affect intensity and form their attitude for their actions as a result. Lastly, limit and implication of this study were discussed.