Paper Title
Exploring the Effect of Affective Orientation on Brand Preferences: A Perspective of Cognitive Load

Abstract
This research was designed to examine the main effects and the interaction effect of consumers’ affective orientation, cognitive load and brand biography style on brand preferences. Results reveal that when the cognitive load is low, low affectively oriented consumers are likely to engender stronger brand preferences for brands accompanied with a top dog brand biography than those with an underdog brand biography; however, when the cognitive load is high, low affectively oriented consumers are likely to engender no differential brand preferences for brands accompanied with an underdog brand biography over those with a top dog brand biography. Moreover, highly affectively oriented consumers are likely to engender stronger brand preferences for brands accompanied with an underdog brand biography than those with a top dog brand biography, regardless of cognitive load. Keywords - Affective Orientation, Cognitive Load, Brand Biology, Brand Preferences