Forecasting and Backcasting: Predicting the Impact of Events on the Future
In many choices they makeâ€”-for example, choosing between a movie and a play or deciding whether to attend a sports game shortly before a birthday partyâ€”-consumers are guided by how they expect an event will make them feel. They may predict their feelings by forecasting (imagining their feelings when the impacting event occurs, then considering how those feelings might change over time) or by backcasting (imagining their feelings in a future period, then considering how those feelings might be different were the impacting event to happen). Four studies show that backcasters expect events to have a greater hedonic impact than do forecasters, largely because they think more about the impacting event. The studies also reveal that backcasters consider other information that forecasters tend to ignore.
|Date of creation:||2009|
|Publication status:||Published in Journal of Consumer Research|
|Contact details of provider:|| Postal: Littauer Center, Cambridge, MA 02138|
Web page: http://www.economics.harvard.edu/
More information through EDIRC
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Gurhan-Canli, Zeynep, 2003. " The Effect of Expected Variability of Product Quality and Attribute Uniqueness on Family Brand Evaluations," Journal of Consumer Research, Oxford University Press, vol. 30(1), pages 105-14, June.
- Haugtvedt, Curtis P & Wegener, Duane T, 1994. " Message Order Effects in Persuasion: An Attitude Strength Perspective," Journal of Consumer Research, Oxford University Press, vol. 21(1), pages 205-18, June.
When requesting a correction, please mention this item's handle: RePEc:hrv:faseco:3549374. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Office for Scholarly Communication)
If references are entirely missing, you can add them using this form.