The Mere Forecasting Effect: How Focusing on the Future Influences Current Attitudes

The present research seeks to demonstrate that future experience, elicited by anticipating one’s future affective experience with a product, can influence current product attitudes. Our claim is that the mere act of forecasting one’s future affective experience can alter current evaluations of a product, often irrespective of the future attitude itself. We provide evidence that forecasting can influence current attitudes through two separate routes. First, focusing on the future increases the salience of distal information. As a result, this information is disproportionately weighted when participants consider their current attitudes. Second, even if one’s anticipated future attitude is non-diagnostic (no different than the current attitude), we find evidence that the process or act of contemplating one’s future experience with a product can impact current judgments through a meta-cognitive route.


Mathew S. Isaac and Bobby J. Calder (2009) ,"The Mere Forecasting Effect: How Focusing on the Future Influences Current Attitudes", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 60-61.


Mathew S. Isaac, Northwestern University Kellogg School of Management, USA
Bobby J. Calder, Northwestern University Kellogg School of Managment, USA


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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