Motivated Underpinnings of the Impact Bias in Affective Forecasts

We suggest that the impact bias may occur to motivate subsequent behavior. We demonstrate more extreme affective forecasts for personally important and mutable events. Further, the extremity of affective forecasts determines the effort forecasters expend to produce desired outcomes.


Eva Buechel , Carey Morewedge , and Joachim Vosgerau (2011) ,"Motivated Underpinnings of the Impact Bias in Affective Forecasts", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Eva Buechel , University of Miami, USA
Carey Morewedge , Carnegie Mellon University, USA
Joachim Vosgerau , Carnegie Mellon University, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


Dancing with Commercialism: Emphasizing Dramatism to Persuade

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK

Read More


L13. The Recipient Effect on Consumers’ Preference for Products Displayed in Different Horizontal Locations

Sheng Bi, Washington State University, USA
Nik Nikolov, Washington State University, USA
Julio Sevilla, University of Georgia, USA

Read More


P14. Financial Behavior Among Young Adult Consumers: The Influence of Self-determination and Financial Psychology

Heejung Park, University of Wyoming, 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.