Understanding Hope and Its Implications for Consumer Behavior: I Hope, Therefore I Consume

Understanding Hope and its Implications for Consumer Behavior sheds light on the relevance and importance of hope to consumer behavior. The authors explore the conceptual meaning of hope and a definition of hope and the constituent elements that underlie it is articulated. The monograph focuses on what consumers hope for and considers several important consumer relevant outcomes of hope, including biased processing and self-deception, risk taking behavior, product satisfaction, and life satisfaction and materialism. The authors look at the extent to which marketers are purveyors of hope and what tactics they use to induce hope in consumers. Using the conceptualization of hope, the authors explore novel ways of measuring hope and their comparisons to existing hope measures. The final section addresses a set of interesting, yet unresolved questions about hope and consumer behavior.Understanding Hope and its Implications for Consumer Behavior is the most comprehensive and current examination of the concept of hope in marketing and business.MacInnis, Deborah J. is the author of 'Understanding Hope and Its Implications for Consumer Behavior: I Hope, Therefore I Consume', published 2007 under ISBN 9781601980366 and ISBN 1601980361.