Individuals often describe objects in their world in terms of perceptual dimensions that span a variety of modalities; the visual (e.g., brightness: dark-bright), the auditory (e.g., loudness: quiet-loud), the gustatory (e.g., taste; sour-sweet), the tactile (e.g., hardness: soft vs. hard) and...

A recent addition to the literature in psychology concerns individuals' forecasts of the affective states they predict will arise in the future. Affective forecasts are extremely relevant to marketing and consumer behavior as they impact choice as well as a set of other marketing-relevant...

The authors test six theoretically-derived hypotheses about ad characteristics that influence digital sharing. Two completely independent field studies test these hypotheses using over 11 measures of emotions and over 60 ad characteristics. The results are consistent with our theory and robust...

The authors introduce the concept of affective misforecasting (AMF) and study its impact on product evaluations. Study one examines whether and when AMF affects evaluations, finding that AMF impacts evaluations when the affective experience is worse (but not when better) than forecasted. Study...