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

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  • Vanessa M. Patrick
  • Deborah J. MacInnis
  • C. Whan Park

Abstract

We introduce the concept of affective misforecasting (AMF) and study its impact on product evaluations. Study 1 examines whether and when AMF affects evaluations, finding that AMF has an impact on evaluations when the affective experience is worse (but not when better) than forecasted. Study 2 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 have an impact on these judgments. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Vanessa M. Patrick & Deborah J. MacInnis & C. Whan Park, 2007. "Not as Happy as I Thought I'd Be? Affective Misforecasting and Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(4), pages 479-489, December.
    • Handle: RePEc:oup:jconrs:v:33:y:2007:i:4:p:479-489
    DOI: 10.1086/510221
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    Cited by:

    1. Ritu Agarwal & Michelle Dugas & Guodong (Gordon) Gao & P. K. Kannan, 2020. "Emerging technologies and analytics for a new era of value-centered marketing in healthcare," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 9-23, January.
    2. Maria Pollai & Erik Hoelzl & Flavia Possas, 2010. "Consumption-related emotions over time: Fit between prediction and experience," Marketing Letters, Springer, vol. 21(4), pages 397-411, December.
    3. Yu Zhang & Bingjia Shao, 2019. "The Effectiveness of Customer Participation and Affective Misforecasting in Online Post-Recovery Satisfaction," Sustainability, MDPI, vol. 11(24), pages 1-22, December.
    4. Ashwani Monga & Haipeng (Allan) Chen & Michael Tsiros & Mona Srivastava, 2012. "How buyers forecast: Buyer–seller relationship as a boundary condition of the impact bias," Marketing Letters, Springer, vol. 23(1), pages 31-45, March.
    5. Yushi Wang & Licheng Sun & Shilong Li, 2022. "Production Decisions of Automakers Considering the Impact of Anticipated Regret under the Dual-Credit Policy," Sustainability, MDPI, vol. 14(11), pages 1-18, May.
    6. Guan, Zhimin & Yu, Tianyang & Dong, Jingyang & Zhang, Jun, 2024. "Impact of consumers’ anticipated regret on brand owners’ blockchain adoption in the presence of a secondhand market," International Journal of Production Economics, Elsevier, vol. 271(C).
    7. Jürgen Neumann & Dominik Gutt & Dennis Kundisch, 2018. "The Traveling Reviewer Problem – Exploring the Relationship between Offline Locations and Online Rating Behavior," Working Papers Dissertations 44, Paderborn University, Faculty of Business Administration and Economics.
    8. Baojun Jiang & Chakravarthi Narasimhan & Özge Turut, 2017. "Anticipated Regret and Product Innovation," Management Science, INFORMS, vol. 63(12), pages 4208-4323, December.
    9. Moldes, Olaya & Banerjee, Robin & Easterbrook, Matthew J. & Harris, Peter R. & Dittmar, Helga, 2019. "Identity changes and well-being gains of spending money on material and experiential consumer products," Journal of Economic Psychology, Elsevier, vol. 72(C), pages 229-244.
    10. Niladri Syam & Partha Krishnamurthy & James D. Hess, 2008. "What I Thought I Wanted? Miswanting and Regret for a Standard Good in a Mass-Customized World," Marketing Science, INFORMS, vol. 27(3), pages 379-397, 05-06.
    11. Ha, Sejin & Huang, Ran & Park, Jee-Sun, 2019. "Persuasive brand messages in social media: A mental imagery processing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 41-49.

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