The Belief in a Favorable Future

Todd Rogers, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
We explore people’s belief in a “favorable future”. People believe that their ideological, policy and entertainment preferences will become more common in the future. We find that people’s construction of the future is not a projection of their current self, but a motivated projection of a favorable future.
[ to cite ]:
Todd Rogers and Michael Norton (2014) ,"The Belief in a Favorable Future", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 168-171.