When you last watched TV or spent an hour or two on YouTube, were you in a good mood or a bad one? Your state of mind may have affected how influential the ads were.
Fred Bronner, from the University of Amsterdam, has shown that when people are in a good mood, they are more receptive to advertising. “Whether it’s food shopping when you’re hungry, or holiday shopping when you’re deep in the January blues, moods dominate. They influence how we feel, the type of day we’re having, how we respond socially and professionally, and crucially, what we buy.”