Abstract
This study examined the manner in which audience characteristics (individual dif ferences in affect intensity) and one situation factor (the emotional/non-emotional execution style of advertising appeals) interact to enhance persuasion. Affect inten sity refers to the strength of the emotions with which individuals respond to daily life events and affect-laden stimuli. The results showed that high affect intensity individuals experienced significantly more intense empathic emotions in response to emotionally charged advertising appeals, but not in response to non-emotional advertisements: Since affect intensity was significantly related to empathic emotions rather that cognitive empathy, regression analyses showed that it was the empathic emotions which served as the mechanism through which affect intensity influenced the desire to help. Finally, it was found that while high and low affect intensity indi viduals showed no significant differences in attitudes towards the advertisements, the arousal of stro...
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