Discussion

In this research, the antecedents to women's consumption behavior are depicted to study the proposed hypotheses while highlighting some new insights in the spheres of emotional responses to ACE-based advertising. It is evident that the specific appeal drivers, celebrity endorsements, and the kind of emotional feelings generated from the advertisement may impact the consumption patterns of women. It has been found that, as expected, interesting and eye catchy advertisements may hold the attention levels of Chinese women which also mediates the direct effect of ACE constructs on their consumption behavior. Although all the ACE variables (appeal drivers, celebrity endorsements, and emotions) show their influence on Chinese women's consumption behaviors, however, the resulting robustness suggests that Chinese women are attracted to advertisements based on happy emotions with showbiz celebrities' endorsement, music, and the colors themes. The demographic profiles of Chinese women show some interesting insights. The age cohorts of Chinese women were found to have a significant and pervasive impact on their ACE choice and consumption behavior, followed by their work status. This could be a change in the preferences of Chinese women with the rise in their age cohorts, and good or bad work conditions which likely influence their behaviors and lifestyles.