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Sheth, Jagdish N. - 2010

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Editorship of Harper W. Boyd Jr. (1975 - 1978)

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Marketing scholarship 2.0

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How mental simulation evokes negative affective misforecasting of hedonic experiences

Nardini, Gia; Lutz, Richard J. - In: Journal of Consumer Marketing 35 (2018) 6, pp. 633-643

Purpose: The purpose of this paper is to investigate the relationship between mental simulation and affective misforecasting of hedonic consumption experiences. Design/methodology/approach: The authors present a series of lab and field studies that manipulate mental simulation and experience...

Persistent link: https://www.econbiz.de/10012073662