Choiceology with Katy Milkman cover image

How Tomorrow Feels Today

Choiceology with Katy Milkman

CHAPTER

The Flaws in Affective Forecasting

Kerry Morwedge is a professor of marketing at Boston University. He says there are some major flaws in our forecasting abilities. Affective forecasting affects how we think about future events or things that we might consider. Will this new car make me happy in the future? If so, I should buy it. Will a divorce make me sad forevermore? If so,. I should fight to make things work.

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