Future studies might also examine the impact of the
consumer’s mindset. In the studies presented here, participants
were told that we were examining people’s reactions to
videos and commercials, which might have put them into an
evaluative mode before watching and thus might have heightened
their responses. This is a common limitation of experimental
work in which ethics demand that we tell participants
what they will be doing. Perhaps further research can identify
a way to examine more naturally occurring behavior