Enhancing advertising effectiveness through emotions

Emotion is a well-established persuasion tactic widely used to enhance advertising effectiveness. This research used a mixed methods approach to investigate how to leverage it to facilitate real world practice. In Paper 1, I conducted experiments and provided guidance on using pleasant, arousing and dominant colours to enhance print ad effectiveness. In Paper 2, I investigated whether and which specific emotional dynamics patterns contribute to video ad effectiveness. In Paper 3, I conducted a systematic quantitative literature review on integral basic emotions using bibliometric analysis to aid future research in studying emotion appeals and offered insights to practitioners on appeal strategy.