We introduce the concept of affective misforecasting (AMF) and study its impact on product evaluations. Study 1 examines whether and when AMF affects evaluations, finding that AMF has an impact on evaluations when the affective experience is worse (but not when better) than forecasted. Study 2...

While reasonably comprehensive in nature, Cohen and Reed's integrative attitude model may benefit from an articulation of the boundaries of the attitude construct. As evidence, the present comment focuses on the extent to which attitudes can or should account for hot affect-based brand...

This review examines four key issues involved in developing and establishing strong brand relationships with its customers. The first concerns the meaning of "brand attachment" and its critical consequences for brand equity. The second concerns outcomes of brand attachment to customers and the...

Building on prior work (MacInnis and de Mello (2005) 'The concept of hope and its relevance to product evaluation and choice'. <italic>Journal of Marketing</italic> <bold>69</bold>(January), 1–14; de Mello and MacInnis (2005) 'Why and how consumers hope: Motivated reasoning and the marketplace'. <italic>Inside Consumption: Consumer...</italic>