The Interactive Effect of Affective Forecasting and Mood on Performance and Product Goals

Karthik Easwar , Ohio State University, USA
Patricia West , Ohio State University, USA
People have goals for their own performance and for the products they purchase. These goals are driven by many motivations including mood maintenance, our desire to remain in a positive mood. This paper shows that informing subjects that they commit affective forecasting errors (AFEs) removes their desire to protect their positivity, leading them to set higher performance goals. The application of this effect to product expectations, product evaluation forecasting and product exploration is discussed. Debiasing the AFE should lead to less volatile evaluation forecasts and more product exploration.
[ to cite ]:
Karthik Easwar and Patricia West (2010) ,"The Interactive Effect of Affective Forecasting and Mood on Performance and Product Goals", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 179-182 .