In many choices they make—for example, choosing between a movie and a play or deciding whether to attend a sports game shortly before a birthday party—consumers are guided by how they expect an event will make them feel. They may predict their feelings by forecasting (imagining their...

In many choices they make—-for example, choosing between a movie and a play or deciding whether to attend a sports game shortly before a birthday party—-consumers are guided by how they expect an event will make them feel. They may predict their feelings by forecasting (imagining...