2. Affective and cognitive processi

2. Affective and cognitive processing styles
Consumer behavior researchers have pointed out that
individual differences among message recipients may lead
to wide variations in the manner in which people respond to
advertising appeals (Moore et al., 1995). Some individuals,
when exposed to an emotionally charged advertising appeal,
may exhibit a characteristic tendency to experience their
emotions with greater magnitude of intensity (Aaker et al.,
1986). Similarly, some individuals may exhibit a tendency
to engage in and enjoy thinking when exposed to an ad
(Cacciopo and Petty, 1982).

Hasil (Bahasa Indonesia) 1:

2. afektif dan kognitif pengolahan gayaPeneliti perilaku konsumen telah menunjukkan bahwaindividu perbedaan antara penerima pesan dapat menyebabkanberbagai variasi dalam cara di mana orang-orang menanggapiiklan banding (Moore et al., 1995). Beberapa individu,bila terkena banding emosional iklan,mungkin memperlihatkan kecenderungan karakteristik untuk pengalaman merekaemosi dengan besarnya lebih besar intensitas (Aaker et al.,1986). demikian pula, beberapa individu mungkin memperlihatkan kecenderunganuntuk terlibat dalam dan menikmati berpikir ketika terpapar iklan(Cacciopo dan Petty, 1982).