The purpose of this study is to examine whether affect-laden online materials, such as news stories and ads, can induce mood. In particular, this study examines whether viewing a positive online ad or reading a positive online story can induce a positive affect similar to other established mood inductions such as receipt of a surprise gift. Based on the results of previous “offline” studies we expect to see that both online news stories and ads affect mood.
Loiacono, Eleanor T.; Taylor, Nolan; and Djamasbi, Soussan, "Online Mood Induction" (2005). AMCIS 2005 Proceedings. 368.