Patrick, Vanessa M.; MacInnis, Deborah J.; Park, C. Whan - In: Journal of Consumer Research 33 (2007) 4, pp. 479-489
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...