In this article definitions of mood and the behavioral effects of negative moods are reviewed and scrutinized. This is an important task for two reasons. First, in prior studies, consumer researchers have treated concepts such as affect, mood, feeling, and emotion vaguely and arbitrarily. This has resulted in confusion regarding the substance of mood. In an attempt to dispel a part of this confusion, this article offers a conceptual analysis of mood. Second, a large part of prior consumer behavior-and advertising-related mood research has addressed the relation between mood and mental constructs. The relation between mood and actual consumer behaviors is a more neglected research area. The behavioral effects of negative moods are an especially interesting phenomenon, because past studies have produced mixed and contradictory results. Thus, to offer novel insights, the key conclusion of the conceptual analysis of mood is harnessed to explain the inconsistent findings regarding the negative mood -(consumer) behavior relation. Another theoretical contribution is the provision of starting points for conceptualizing mood-alleviative consumer behavior. Suggestions for future research are also briefly outlined in the concluding section of this article.