At Leisure with Joyce Saricks: Tone and Mood | Booklist Online | Readers Advisory For Secondary Schools | Scoop.it

Here Saricks discusses tone & mood in some depth, but begins with a good overview of appeal:

 

"Appeal factors—pacing, characterization, story line, setting/frame, tone/mood, and style/language—allow us to deconstruct a reader’s experience of a book. Appeal helps us understand what makes a book popular, allows us to suggest books more easily, and encourages us to cross genres and subjects as we connect books with the right readers. "