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ISSN : 1229-8778
The purpose of this research is to examine the effect of affective benefit congruity, affect intensity, and product category on advertising attitude and brand attitude. The results showed that in the case of ad attitude, firstly consumer with high affect intensity had a more favorable ad attitude when the affective benefits from the ad were congruent. Secondly, according to product category, the effect of affective benefit congruity on ad attitude was not significant. In the case of brand attitude, firstly, consumer with high affect intensity had a more favorable brand attitude when the affective benefits from the ad were congruent. Secondly, for utilitarian goods the effect of affective benefit congruity was not significant, however, for hedonic goods, the brand attitude when affective benefits were congruent was more favorable than when the affective benefits were not congruent. The results imply that ad marketers have to consider the affective benefit congruity, the individual difference of affect intensity, and product category for an affective advertising.
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