Sevdalis, Nick; Kokkinaki, Flora; Harvey, Nigel - In: Marketing Intelligence & Planning 26 (2008) 4, pp. 375-384
Purpose – The purpose of this paper is to present the concept of consumers' erroneous affective self‐forecasts, and discuss the implications of such forecasts for consumer purchasing behaviour and marketing planning. Design/methodology/approach – First, the literature on inaction inertia...