Abstract: Advertising effects may persist beyond exposure through changes in mood, brand memory, and subsequent consumer decisions. Ad-evoked feelings contribute to brand evaluations, while advertising exposure can also serve a moodrepair function. Emotional arousal and its fit with the advertisement shape memory, underscoring that recall is not a uniform indicator of advertising effectiveness. Integrating research on post-consumption emotion and purchase regret, this article frames the emotional afterlife of advertising as a temporal process linking post-exposure mood and brand recall with regret and repeat-consumption intentions. The framework highlights the need to distinguish immediate affective responses from delayed evaluations when assessing how advertising may relate to later consumer behavior.

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