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)

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)