Purposes-This study is to employ the physiological tools in predicting advertising effectiveness specifically by measuring heart rate in response to entertaining stimuli. Methodology-This study focuses on heart rate responses to high and low entertaining advertisings in both high- and low- involvement product categories. Hypotheses were tested based on the experiment with 150 student samples to compare the emotional responses, the physiological indicator (heart rate) and the attitude toward ad and attitude toward brand of participants. Findings- Results indicate that emotional response to entertaining advertisement is positively related with the stimulation level of advertisement. Moreover, heart rate is positively related with stimulation level of advertisement and also positively related with the advertisement’s effectiveness. Implications- This study provides a new objective method to access the effectiveness of entertaining advertising. Heart rate which obtained via smartphone App could be used in predicting the effectiveness of entertaining advertising. The study also provides evidence for the applicability of smartphone Apps in the consumer science research.