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.


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.


Eva C Buechel, University of Southern California, USA
Carey K. Morewedge, Boston University, USA
Jiao Zhang, University of Oregon, USA


NA - Advances in Consumer Research Volume 46 | 2018

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