This article reviews research on counterfactual, social, and temporal comparisons and proposes a Reflection and Evaluation Model (REM) as an organizing framework. At the heart of the model is the assertion that 2 psychologically distinct modes of mental simulation operate during comparative thinking: reflection, an experiential (“as if”) mode of thinking characterized by vividly simulating that information about the comparison standard is true of, or part of, the self; and evaluation, an evaluative mode of thinking characterized by the use of (...) information about the standard as a reference point against which to evaluate one’s present standing. Reflection occurs when information about the standard is included in one’s self-construal, and evaluation occurs when such information is excluded. The result of reflection is that standard–consistent cognitions about the self become highly accessible, thereby yielding affective assimilation; whereas the result of evaluation is that comparison information is used as a standard against which one’s present standing is evaluated, thereby yielding affective contrast. The resulting affect leads to either an increase or decrease in behavioral persistence as a function of the type of task with which one is engaged, and a combination of comparison-derived causal inferences and regulatory focus strategies direct one toward adopting specific future action plans. (shrink)

A number of researchers have focused on the distinction between upward counterfactuals that simulate a better reality and downward counterfactuals that simulate a worse reality. In this chapter the authors will discuss the important aspects of a model (Markman and McMullen 2003) that attempts to explain how the very same counterfactual can engender dramatically different affective reactions. According to the model, the consequences of simulation direction are moderated by what we have termed simulation mode--relatively stronger tendencies to engage in reflective (...) versus evaluative processing. In turn, the authors will describe how the interaction between simulation direction and mode produces important consequences for affect, motivation, and behavior. (shrink)

This article links recent work on assimilative and contrastive counterfactual thinking with research on the impact of accountability on judgment and choice. Relative to participants who felt accountable solely for bottom-line performance outcomes, participants who were accountable for their decision-making process (a) had more pronounced differential reactions to clearly winning versus (winning but) nearly losing and to clearly losing versus (losing but) nearly winning; (b) were less satisfied with the quality of their decisions when they nearly lost and more satisfied (...) with the quality of their decisions when they nearly won; and (c) invested less money into investments that nearly failed and more money into investments that nearly succeeded. This pattern is consistent with the hypothesis that process accountability amplified assimilative counterfactual thinking, whereas outcome accountability attenuated it. The evidence underscores the power of contextual features of the decision-making environment to shape key cognitive and affective consequences of upward and downward counterfactual comparisons. (shrink)

Effects of perceived control and close alternative outcomes were examined. Subjects played a computer-simulated "wheel-of-fortune" game with another player in which two wheels spun simultaneously. Subjects had either control over spinning the wheel or control over which wheel would determine their outcome and which would determine the other player's outcome. Results showed that (a) subjects generated counterfactuals about the aspect of the game that they controlled, (b) the direction of these counterfactuals corresponded to the close outcome associated with the aspect (...) they controlled, and (c) close counterfactuals predicted affective responses to the outcome of the wheel spin. Cognitive and motivational implications of the influence of perceived control on counterfactual generation are discussed. (shrink)

Counterfactual thinking involves the imagination of non-factual alternatives to reality. We investigated the spontaneous generation of both upward counterfactuals, which improve on reality, and downward counterfactuals, which worsen reality. All subjects gained $5 playing a computer-simulated blackjack game. However, this outcome was framed to be perceived as either a win, a neutral event, or a loss. "Loss" frames produced more upward and fewer downward counterfactuals than did either "win" or "neutral" frames, but the overall prevalence of counterfactual thinking did not (...) vary with outcome valence. In addition, subjects who expected to play the game again made more upward counterfactuals and were less satisfied with the outcome than were subjects who did not expect to play again. However, once subjects saw the cards from which they could have selected had they "hit" again (two winning cards and two losing cards), all subjects generated primarily upward counterfactuals and showed a corresponding decrease in satisfaction. These results implicate both cognitive and motivational factors in the generation of counterfactuals and tell us something about the functional value of counterfactual thinking: downward counterfactuals provide comfort; upward counterfactuals prepare one for the future. (shrink)

Three studies examined the motivational implications of thinking about how things could have been worse. It was hypothesized that when these downward counterfactuals yield negative affect, through consideration of the possibility of a negative outcome, motivation to change and improve would be increased (the wake-up call). When downward counterfactuals yield positive affect, through diminishing the impact of a potentially negative outcome, motivation to change and improve should be reduced (the Pangloss effect). Results from three studies supported these hypotheses. Studies 1 (...) and 2 showed that a manipulation of the counterfactual made about an investment influenced decisions toward that investment. Study 3 showed that students’ academic motivation was influenced by a manipulation of the type of downward counterfactual they made after an exam and that affect mediated the relationship between the counterfactual and motivation. (shrink)

It is human nature to wonder how things might have turned out differently--either for the better or for the worse. For the past two decades psychologists have been intrigued by this phenomenon, which they call counterfactual thinking. Specifically, researchers have sought to answer the "big" questions: Why do people have such a strong propensity to generate counterfactuals, and what functions does counterfactual thinking serve? What are the determinants of counterfactual thinking, and what are its adaptive and psychological consequences? This important (...) work brings together a collection of thought-provoking papers by social and cognitive psychologists who have made important theoretical and empirical contributions to our understanding of this topic. The essays in this volume contain novel theoretical insights, and, in many cases descriptions of previously unpublished empirical studies. The Psychology of Counterfactual Thinking provides an excellent overview of this fascinating topic for researchers, as well as advanced undergraduates and graduates in psychology--particularly those with an interest in social cognition, social judgment, decision judgment, decision making, thinking and reasoning. (shrink)

Counterfactual reasoning research typically demonstrates contrast effects—nearly winning evokes frustration, whereas nearly losing evokes exhilaration. The present work, however, describes conditions under which assimilative responses (i.e., when judgements are pulled towards a comparison standard) also occur. Participants solved analogies and learned that they had either nearly attained a target score or nearly failed to attain it. Participants in the no trajectory condition received this feedback in the absence of any prior feedback, whereas those in the trajectory condition received feedback after (...) having received prior feedback conforming to either an ascending or descending pattern. Participants then provided perceptions of their verbal intelligence. Assimilation effects were observed in the trajectory conditions but attenuated in the no trajectory conditions. Discussion focuses on the role of feedback dynamics in determining responses to close-call counterfactuals. (shrink)