Conceptual advances are critical to the vitality of the marketing discipline, yet recent writings suggest that conceptual advancement in the field is slowing. The author addresses this issue by developing a framework for thinking about conceptualization in marketing. A definition of...

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 paper explores the domains in which consumers possess hoped-for and feared selves and the role of products and services in approaching hoped-for and avoiding feared selves. The results from an exploratory study indicate that consumers are able to identify products, services and activities...

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...

We examine the differential effects of anticipating shame vs. guilt on choice likelihood of a hedonic product. The results demonstrate that when offered a hedonic snack (chocolate cake) consumers who anticipate shame are significantly less likely to choose to consume it compared to those who...

The authors consider the relationships among two characteristics associated with senior marketing positions (procedural knowledge and performance documentation), four types of management controls, and three jab-related mini pathologies (job tension,dysfunctional behaviors, and information...

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...

Considerable research suggests that advertising executional cues can influence communication effectiveness. Related research indicates that communication effectiveness is in part driven by consumers'motivation, opportunity, and ability (MOA) to process brand information from an ad. However,...

When faced with sequential information, consumers tend to fall prey to one of two well-known heuristics: the hot (or cold) hand and the gambler's fallacy. The authors relate these two traditionally separate heuristics to differences in accepting (buy) versus rejecting (sell) decisions. They...