The Role of Goals in the Relationship Between Counterfactual Thinking and Behavioral Intentions

Anuradha Sivaraman, University of Delaware, USA
Parthasarathy Krishnamurthy, University of Houston, USA
This paper focuses on why and how counterfactual thinking (CFT) affects information processing and behavioral intentions. Earlier research has indicated that CFT influences the ability to discriminate between superior and inferior arguments, but did not directly examine the underlying process. Also, even when CFT affects future behavioral intentions, it is not clear how it does so. Across three studies we find that the underlying process is more akin to elaboration than priming. Also, we find that, when CFT influences behavioral intentions, it does so by increasing goal strength.
[ to cite ]:
Anuradha Sivaraman and Parthasarathy Krishnamurthy (2009) ,"The Role of Goals in the Relationship Between Counterfactual Thinking and Behavioral Intentions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 558-558.