Anticipated Emotions as Guides to Choice

Current Directions in Psychological Science, Vol. 10, No. 6, pp. 210-214

5 Pages Posted: 17 Feb 2010

See all articles by Barbara Mellers

Barbara Mellers

University of California, Berkeley - Marketing Group; University of Pennsylvania - Marketing Department

A. Peter McGraw

University of Colorado at Boulder - Department of Marketing

Date Written: Decemeber 2001

Abstract

When making decisions, people often anticipate the emotions they might experience as a result of the outcomes of their choices. In the process, they simulate what life would be like with one outcome or another. We examine the anticipated and actual pleasure of outcomes and their relation to choices people make in laboratory studies and real-world studies. We offer a theory of anticipated pleasure that ex- plains why the same outcome can lead to a wide range of emotional experiences. Finally, we show how anticipated plea- sure relates to risky choice within the framework of subjective expected pleasure theory.

Suggested Citation

Mellers, Barbara and McGraw, A. Peter, Anticipated Emotions as Guides to Choice (Decemeber 2001). Current Directions in Psychological Science, Vol. 10, No. 6, pp. 210-214. Available at SSRN: https://ssrn.com/abstract=1554027

Barbara Mellers

University of California, Berkeley - Marketing Group ( email )

Haas School of Business
Berkeley, CA 94720
United States

University of Pennsylvania - Marketing Department

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States

A. Peter McGraw (Contact Author)

University of Colorado at Boulder - Department of Marketing ( email )

United States

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