Retailers increasingly experiment with a wide variety of store elements; this chapter focuses on in-store marketing tactics and reports the results of 12 in-store experiments conducted in cooperation with different retail chains. Experiments 1–3 address in-store signage (digital, floor) and...

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...