Videotapes were employed to manipulate audience mood. Happy/uplifting and sad/depressing commercial messages were embedded in these videotapes. A significant interaction indicated that commercial messages generate greater recall when they are shown in programs that induce moods that are congruent with the mood of the commercial message than when they are incongruent. Planned contrasts revealed that the effect was in the expected direction for both commercials but significant only for the happy ad. In a test of the generalizability of the mood-congruity recall effect, supportive results are demonstrated for other programs and ads in two additional data sets.
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Lord et al. (2001) studied this question.
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