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

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.



Citation:

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.

Authors

Anuradha Sivaraman, University of Delaware, USA
Parthasarathy Krishnamurthy, University of Houston, USA



Volume

NA - Advances in Consumer Research Volume 36 | 2009



Share Proceeding

Featured papers

See More

Featured

A3. Why People Still Do Not Trust Algorithmic Advice in Decision Making

JAEWON HWANG, Sejong University
Dong Il Lee, Sejong University

Read More

Featured

N7. Emotion Or Information? Effects Of Online Social Support On Customer Engagement

Chuang Wei, Tsinghua University
Maggie Wenjing Liu, Tsinghua University
Qichao Zhu, Tsinghua University

Read More

Featured

I2. Can Skinnier Body Figure Signal Higher Self-Control, Integrity, and Social Status?

Trang Thanh Mai, University of Manitoba, Canada
Luming Wang, University of Manitoba, Canada
Olya Bullard, University of Winnipeg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.