Beyond Valence and Arousal: Emotional Intensity as a Key Driver of Ad Sharing

Drawing on the Social Sharing of Emotion Theory, this research conceptualizes emotional intensity as distinct from valence and arousal and examines its effect on ad-sharing intention. Across three studies, results consistently demonstrate a positive association between emotional intensity and ad-sharing. Survey and experimental findings further show that emotional intensity influences ad-sharing intention through entertainment and social bonding motives, and these indirect effects are strengthened under conditions of positive valence and high arousal. By positioning emotional intensity as a key driver, with valence and arousal as boundary conditions, this research advances understanding of emotional processes underlying viral advertising.