1. A computer-implemented method comprising: receiving current mood-associated data associated with a user, the current mood-associated data specifying one or more current mood-associated data items, wherein at least one current mood-associated data item corresponds to a recently consumed content item; obtaining at least one baseline mood profile; applying, via a processor, at least one mood rule to the current mood-associated data and the at least one baseline mood profile to generate an inferred mood for the user.