A study on advertising covering a range of products, from food to technology, found that these ads, while usually memorable, do not increase buying behavior or increase market share.
Leslie Picot-Zane, founder of The Center for Emotional Marketing:
It's like going to a restaurant with a fabulous ambience and enticing aroma, but the food never comes... They've put you in the mood, but they never give you anything to sink your teeth into.
Well, I hope the mood marketing idea works out.