Mistaking the Journey For the Destination: Overestimating the Fruits of (More) Labor
People believe that working harder toward a goal makes achieving it sweeter. We report four studies demonstrating that people overestimate the pleasure they will derive from sweat-equity. We attribute this forecasting error to the greater affect-richness of goal achievement when it is experienced than when it simulated during affective forecasting.
Citation:
Eva C Buechel, Carey K. Morewedge, and Jiao Zhang (2018) ,"Mistaking the Journey For the Destination: Overestimating the Fruits of (More) Labor", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 39-44.
Authors
Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
D11. A Hidden Cost of Advocating: Attitude Depolarization After Recommending
Ravini Savindya Abeywickrama, University of Melbourne, Australia
Gergely Nyilasy, University of Melbourne, Australia
Simon M. Laham, University of Melbourne, Australia
Featured
Metaphorically Transgressing the Brand Relationship
Alberto Lopez, Tecnológico de Monterrey, MEXICO
Martin Reimann, University of Arizona, USA
Raquel Castaño, Tecnológico de Monterrey, MEXICO
Featured
‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption
Pao Franco, University of Melbourne, Australia