Promoting the Effective Use of Counterfactual Generation to Tackle Negative Consumption

Candy K.Y. Ho, Hong Kong Baptist University, China
Jessica Y.Y. Kwong, The Chinese University of Hong Kong, China
This research examines when counterfactual generation is (or is not) useful to tackle negative consumption. We show that high expectation that the situation will repeat promotes process-focused counterfactual generation, which then help solving consumption problems. However, closely missed a better outcome promotes outcome-focused counterfactual generation, which then intensifies negative feelings.
[ to cite ]:
Candy K.Y. Ho and Jessica Y.Y. Kwong (2011) ,"Promoting the Effective Use of Counterfactual Generation to Tackle Negative Consumption", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.