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

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.


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 .


Karthik Easwar , Ohio State University, USA
Patricia West , Ohio State University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More


Names Are the Mirrors of the Soul: The Role of Possessive Brand Names in Brand Evaluations

Marina Puzakova, Lehigh University
Mansur Khamitov, Nanyang Technological University, Singapore

Read More


Both Good from Afar…and Far from Good? Mental Representation Changes Consumer Preference for Products from a Brand with a Reputation for Innovativeness

Jeff Larson, Brigham Young University, USA
Kelly Goldsmith, Vanderbilt University, USA
BJ Allen, University of Arkansas, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.