Not as Happy as I Thought I'd Be? Affective Misforecasting and Product Evaluations
37 Pages Posted: 6 Jun 2006
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: Suggested Citation