Science Daily Week continues with the study of assistant professor Vanessa Patrick (University of Georgia) along with co-authors Debbie MacInnis and C. Whan Park (University of Southern California): “Marketing: Too Much Hype Backfires.” The study shows that “people take notice when they feel worse than they thought they would, but—oddly—not when they feel better than expected.”

The team coined the term “affective misforecasting” to describe the gap between anticipated and actual feelings. This supports the old adage that people tell five others about a bad experience but only one about a good experience (“negative evangelism”?). Thus, it sure looks like “under promising and over delivering” is the way to go.