To fulfill this objective, this study adopts quantitative research approach which includes collection of primary data and numerical findings based on online survey. Statistical data analysis would be conducted using SPSS software to determine purchase intentions of customers. A self-structured questionnaire will be prepared with questions related to demographics, emotions used in advertising and purchase intention (based on 5-point Likert scale). The survey form will be distributed using email among target population, including people who have made buying decisions based on their emotions and consumers who are above 18 years old. To determine the impact, correlation analysis and multiple linear regression would be conducted to test hypotheses.