Conclusion

Affect theory provides a unique and relevant perspective in advertising and mass media by emphasizing the importance of emotion in our human experience. Unlike traditional marketing approaches that prioritize rational appeals, affect theory accentuates the power of feelings in shaping consumer behavior. The studies used in this research did not mention affect theory in their background, but many of them highlighted the principles of it in their studies. Further including affect theory research, principles, and measurements in advertising and other psychosocial industries would result in a greater understanding of how we experience the world, causing a greater connection between content creators and their audience. This shift acknowledges that emotions often take precedence over logic; how an ad makes someone feel is more influential than the information it conveys.