Ebert, Jane E. J.; Gilbert, Daniel T.; Wilson, Timothy D. - In: Journal of Consumer Research 36 (2009) 3, pp. 353-353
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...