Abstract
Counterfactual thoughts (“might-have-been” reconstructions of past outcomes) may serve an affective function (feeling better) and a preparative function (future improvement). Three studies showed that counterfactuals varying in their direction and structure may differentially serve these 2 functions. Direction influenced affect such that downward (vs. upward) counterfactuals caused more positive affect. Direction influenced intentions such that upward (vs. downward) counterfactuals heightened intentions to perform success-facilitating behaviors. Both direction and structure influenced performance on an anagram task such that upward and additive (vs. downward and subtractive) counterfactuals engendered greater improvement. These findings suggest that people can strategically use downward counterfactuals to make themselves feel better and upward and additive counterfactuals to improve performance.
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