The Match-Up Influences of Ad Appeal, Product Category, and Brand Strength on Inducing Affective Forecasting Biases

Biases due to underestimation or overestimation of consumption satisfaction often occur between predicted and actual emotions. This research explores how ad execution, product category, and brand strength in the advertisement will trigger consumers to generate forecasts of future consumption emotion, and how these forecasts might lead to affective forecasting bias.



Citation:

Shuling Liao, Ting-i Wang, Meng-chen Lin, and Tzu-han Lin (2015) ,"The Match-Up Influences of Ad Appeal, Product Category, and Brand Strength on Inducing Affective Forecasting Biases ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 327-327.

Authors

Shuling Liao, College of Management, Yuan-Ze University, Taiwan
Ting-i Wang, College of Management, Yuan-Ze University, Taiwan
Meng-chen Lin, College of Management, Yuan-Ze University, Taiwan
Tzu-han Lin, College of Management, Yuan-Ze University, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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