An Empirical Study of Understanding Consumer Emotions and Its Role in Crafting More Effective Ads

Advertising effectiveness is heavily influenced by consumer emotions. This paper explores how different emotions, such as joy, fear, and surprise, affect consumer engagement and behavior, ultimately influencing purchasing decisions. Using a mixed-method approach, including surveys and emotional response analysis from eye-tracking data, this study identifies key emotional triggers in advertisements and provides actionable insights for advertisers to craft more impactful campaigns.