Happiness From Giving: When Consumers Misforecast Their Affective Responses to Pro-Social Behavior

Stefanie Robinson, North Carolina State University, USA
Caglar Irmak, University of Georgia, USA
William O. Bearden, University of South Carolina, USA
Consumers overestimate their positive affective responses. This is due to perceived greater benefit to others when consumers think about versus engage in the behavior. This overestimation is shown to decrease consumers’ willingness to provide repeat help. Lastly, we show when the help becomes costly, misforecasting diminishes.
[ to cite ]:
Stefanie Robinson, Caglar Irmak, and William O. Bearden (2013) ,"Happiness From Giving: When Consumers Misforecast Their Affective Responses to Pro-Social Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.