Affective Forecasting Strikes Again! standard
Oh yes, that’s a real thing even if YOUR browser thinks “affective” is not a word and shames it with a red squiggly. Affective forecasting is the act of predicting an emotional reaction to some hypothetical future event. We use it frequently. Have you ever filled out a survey that asked you how likely you would be to refer a friend to some company? That’s affective forecasting. Affective forecasting has great uses, but it has serious drawbacks. In my research on the Consumer’s Attitudes Toward Breaches, we learned that nearly every survey related to the study of breached merchants was flawed. In fact, when you ask someone how they will react to a hypothetical event, societal norms will kick in ...
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