This paper examines the concept of consumer hopefulness as an important driver of consumption. Hopefulness is defined as a positive feeling evoked in response to an outcome appraised as goal congruent and possible. This positively valenced emotion arises in everyday consumption as consumers...

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...

Three studies find that when hope is threatened consumers engage in motivated reasoning related to products that purport to enable goal attainment. Specifically, they (a) selectively search for information from a product-favorable information source, (b) regard this information as more credible,...

Three studies find that when hope is threatened consumers engage in motivated reasoning related to products that purport to enable goal attainment. Specifically, they (a) selectively search for information from a product-favorable information source, (b) regard this information as more credible,...