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

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

22 Pages Posted: 1 Jul 2012  

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

Date Written: 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.

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: https://ssrn.com/abstract=2086758

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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