Mood is defined as 1) a sustained emotional state (see “Emotions”) that can color or impact a consumer’s attitudes (see “Attitude”) toward a brand, product, service or ad; and 2) a way to categorize creative genres based on the feelings they intend to evoke (see “Mood/Evocative (creative genre)”). Depending on a consumer’s mood in the moment when exposed to brand communications (see “Advertising Exposure”), his/her reactions and responses may differ.