While reasonably comprehensive in nature, Cohen and Reed's integrative attitude model may benefit from an articulation of the boundaries of the attitude construct. As evidence, the present comment focuses on the extent to which attitudes can or should account for hot affect-based brand...

When faced with sequential information, consumers tend to fall prey to one of two well-known heuristics: the hot (or cold) hand and the gambler's fallacy. The authors relate these two traditionally separate heuristics to differences in accepting (buy) versus rejecting (sell) decisions. They...

Three studies find that when individuals become less confident that what they yearn for is possible (i.e., when hope is threatened) they engage in motivated reasoning related to products that purport to enable goal attainment. Specifically, they (a) selectively search for information from a...

Critics within the consumer behavior field have consistently debated three fundamental issues about the field's defining properties and goals: (1) whether consumer behavior should be an independent discipline, (2) what is (and is not) consumer behavior, and (3) whether our field should be...

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...