Conclusion

The current study contributes to the understanding of how women, the most powerful consumers on earth, could be emotionally affected by EAs. The resulting robustness notes that a better understanding of ACE combinations to develop EAs may generate the desired emotional response among Chinese women and influence their consumption behavior. The findings provide support to the arguments that emotional responses are predicted by the attention levels generated by EAs and how well the ACE combination is developed. The methods incorporated to map the antecedents to Chinese women's emotional responses generalize it to measure the response of consumers across different business marketing and advertising realms, and hence fuel the notions of Guerilla Marketing. This research has attempted to bridge the theoretical and practical research gaps. However, further research is needed to develop the insights into other niches in the business world by incorporating ACE combinations and engaging different target audiences with different demographic combinations. It generates a need for appropriate strategic planning from scholars and marketing professionals, execution of tactical strategies through emotional advertisements, and coordination of media to encapsulate the overall context.