Affective Expectations and Uncertainty Orientation: When Do Affective Expectations Stop Influencing Affective Reactions?

Elizabeth Cowley, University of Sydney
Colin Farrell, University of New South Wales
Michael Edwardson, University of New South Wales
ABSTRACT - The Affective Expectations Model indicates that how much a person thinks they will enjoy an experience (affective expectation) is as important as what actually happens during the experience in determining his or her evaluation of the experience (affective reaction; Wilson, Lisle, Kraft, and Wetzel 1989). Affective expectations may also be used to re-interpret or selectively remember the experience (Klaaren, Hodges, and Wilson 1994). We propose that an individual’s approach to uncertain situations may determine the role of affective expectations.
[ to cite ]:
Elizabeth Cowley, Colin Farrell, and Michael Edwardson (2004) ,"Affective Expectations and Uncertainty Orientation: When Do Affective Expectations Stop Influencing Affective Reactions?", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 140-141.