The Concept of Hope and its Relevance to Product Evaluation and Choice

Journal of Marketing, Vol. 69, pp. 1-14, January 2005

Posted: 13 Mar 2007

See all articles by Deborah J. MacInnis

Deborah J. MacInnis

University of Southern California - Marketing Department

Gustavo de Mello

University of Southern California - Marshall School of Business

Abstract

This conceptual article uses an appraisal theory perspective to define the construct of hope and describe its relevance to consumer behavior, marketing, and public policy in the domains of product evaluation and choice. Using the appraisal dimensions of hope, the authors identify a set of marketing tactics that are designed to stimulate hope. They posit that hope plays a moderating role in the relationship between well-known antecedent variables(e.g., involvement, expectations) on the one hand and evaluative judgments (e.g., attitudes, satisfaction) and consumer choices on the other hand. The authors advance specific propositions that describe the effects. Furthermore, they argue that the effects have implications for marketing and public policy. The article concludes with a call for additional research relevant to the study of hope.

Keywords: Hope, consumer behavior

Suggested Citation

MacInnis, Deborah J. and de Mello, Gustavo E., The Concept of Hope and its Relevance to Product Evaluation and Choice. Journal of Marketing, Vol. 69, pp. 1-14, January 2005. Available at SSRN: https://ssrn.com/abstract=969815

Deborah J. MacInnis (Contact Author)

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

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