Abstract

http://ssrn.com/abstract=2086758
 


 



Consumer Hopefulness: Construct, Relevance to Internet Marketing, Antecedents and Consequences


Deborah J. MacInnis


University of Southern California - Marketing Department

Gustavo De Mello


University of Southern California - Marshall School of Business

Vanessa M. Patrick


University of Houston - C.T. Bauer College of Business

2004

Int. J. Internet Marketing and Advertising, Vol. 1, No. 2, 2004

Abstract:     
This paper examines the concept of consumer hopefulness as an important driver of consumption. Hopefulness is defined as a positive feeling evoked in response to an outcome appraised as goal congruent and possible. This positively valenced emotion arises in everyday consumption as consumers evaluate their current state and try to determine ways in which consumption can make for a better, happier future self. The paper differentiates the construct of hopefulness from related constructs such as self-efficacy, expectations, and optimism. It also focuses on the consumption domains in which hopefulness arises. Most relevant to advertising and the internet, the paper identifies factors that affect hopefulness, as well as tactics that influence these factors (and hence the level of hopefulness that consumers experience). The marketing relevant outcomes of consumer hopefulness are also articulated, and directions for future research are specified.

Number of Pages in PDF File: 22

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Date posted: July 1, 2012  

Suggested Citation

MacInnis, Deborah J. and de Mello, Gustavo and Patrick, Vanessa M., Consumer Hopefulness: Construct, Relevance to Internet Marketing, Antecedents and Consequences (2004). Int. J. Internet Marketing and Advertising, Vol. 1, No. 2, 2004. Available at SSRN: http://ssrn.com/abstract=2086758

Contact Information

Deborah J. MacInnis
University of Southern California - Marketing Department ( email )
Hoffman Hall 701
Los Angeles, CA 90089-1427
United States
Gustavo E. De Mello
University of Southern California - Marshall School of Business
701 Exposition Blvd
Los Angeles, CA 90089
United States
Vanessa M. Patrick (Contact Author)
University of Houston - C.T. Bauer College of Business ( email )
Houston, TX 77204-6021
United States
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