The authors introduce the concept of affective misforecasting (AMF) and study its impact on product evaluations. Study one examines whether and when AMF affects evaluations, finding that AMF impacts evaluations when the affective experience is worse (but not when better) than forecasted. Study...

This research examines how consumers evaluate the fairness of price increases during collective stress situations. Across three collective stress situations (COVID-19, Black Lives Matter protests, and economic downturn), the authors confirm that a collective stress situation evokes feeling of...