Consumer culture orientation and advertisement effectiveness: a serial mediation analysis of visual arts elements, emotional response, and attitude towards the advertisement

Key Points

• The aim is to explore how consumer culture orientation affects advertisement effectiveness through mediation effects.
• Conducted a serial mediation analysis involving visual arts elements, emotional responses, and attitudes toward advertisements.
• Analyzed data to identify relationships between consumer culture and advertisement effectiveness.
• Found that visual arts elements significantly influence emotional responses (p<0.05).
• Emotional responses positively affect attitudes toward advertisements, enhancing effectiveness.