Not as Happy as I Thought I'd Be? Affective Misforecasting and Product Evaluations

37 Pages Posted: 6 Jun 2006

See all articles by Vanessa M. Patrick

Vanessa M. Patrick

University of Georgia - C. Herman and Mary Virginia Terry College of Business

Deborah J. MacInnis

University of Southern California - Marketing Department

C.W. Park

University of Southern California - Marshall School of Business

Abstract

The authors introduce the concept of affective misforecasting (AMF) and study its impact on product evaluations. Study one examines whether and when AMF affects evaluations, finding that AMF impacts evaluations when the affective experience is worse (but not when better) than forecasted. Study two tests a process model designed to understand how and why AMF influences evaluations. The extent of elaboration is shown to underlie the observed effects. The studies demonstrate the robustness of the findings by controlling for alternative factors, specifically experienced affect, expectancy-disconfirmation, and actual performance, which might impact these judgments.

Keywords: affect, forecasting

JEL Classification: M31

Suggested Citation

Patrick, Vanessa M. and MacInnis, Deborah J. and Park, Choong Whan, Not as Happy as I Thought I'd Be? Affective Misforecasting and Product Evaluations. Journal of Consumer Research, Vol. 33, pp. 479-490, March 2007. Available at SSRN: https://ssrn.com/abstract=902704

Vanessa M. Patrick

University of Georgia - C. Herman and Mary Virginia Terry College of Business ( email )

Brooks Hall
Athens, GA 30602-6254
United States

Deborah J. MacInnis (Contact Author)

University of Southern California - Marketing Department ( email )

Hoffman Hall 701
Los Angeles, CA 90089-1427
United States

Choong Whan Park

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States

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