Can Downward Counterfactual Thinking Increase Consumers’ Goal Persistence?

Previous research suggests that downward counterfactuals are demotivating. We show that for promotion-oriented consumers, downward counterfactuals trigger positive affect which enhances goal persistence through a signal of goal commitment. In contrast, prevention-oriented consumers gain both content-specific and negative affective benefits from upward counterfactuals via a signal of insufficient goal progress.


Christina I. Anthony and Elizabeth Cowley (2019) ,"Can Downward Counterfactual Thinking Increase Consumers’ Goal Persistence?", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 438-439.


Christina I. Anthony, University of Sydney, Australia
Elizabeth Cowley, University of Sydney, Australia


NA - Advances in Consumer Research Volume 47 | 2019

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