This article focuses on the relation between affect intensity and 3 fundamental dimensions of temperament-emotionality, sociability, and sensory arousability. The purpose was to show that individual differences in affect intensity as a dimension of temperament can influence not only advertising responses, but also the lifestyles and preferences of consumers. Study 1 confirmed the emotionality dimension in that high affect intensity individuals responded with significantly stronger levels of emotion when exposed to an affectively charged advertising appeal, but not when exposed to a nonemotional appeal. Studies 2 and 3 demonstrated that the fundamental dimensions of temperament are accompanied by heightened emotional intensity and do predict different preferences for lifestyle activities for high and low affect intensity consumers. A significant Affect Intensity × Gender interaction occurred indicating that both men and women expressed stronger emotions when experiencing activities that were gender-congruent (e.g., watching sports on TV for men, and smelling perfumes for women). Future research directions are also discussed.