Moreover, our investigation focuses on sadness and
contentment, and the question remains whether these findings
would extend to other emotional states (e.g., guilt). For
example, might someone experiencing guilt find virtuous
options (which are inconsistent with guilt) difficult? In
addition, all our studies reported in this article have predominantly
focused on television commercials, a highly
underresearched area. It would be useful to further generalize
the results to other media and ad types, such as print
media and radio and the corresponding print and radio ads.