The Priming Effects of Counterfactual Thinking
EXTENDED ABSTRACT - While a large body of literature on counterfactuals has explored the effects of counterfactual thinking on different variables such as affect (e.g. Roese 1995), judgment (e.g. Miller and McFarland 1986), self-inferencing (e.g. Roese and Olson 1993) and message scrutiny (e.g. Krishnamurthy and Sivaraman 2002), there has been relatively little research on the priming effects of counterfactuals (e.g. Galinksy and Moscowitz 2000). The present article examines the priming effects of counterfactual thoughts on the evaluation of framed messages. We demonstrate that the mere act of thinking counterfactually primes an alternative-generation mindset that increases the accessibility of alternatives to a given frame, leading to an elimination of framing effects. Our findings contribute to the literature on counterfactual thinking and de-biasing strategies.
Priyali Rajagopal and Robert E. Burnkrant (2005) ,"The Priming Effects of Counterfactual Thinking", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 612-612.
Priyali Rajagopal, Southern Methodist University
Robert E. Burnkrant, Ohio State University
NA - Advances in Consumer Research Volume 32 | 2005
Cultivating a Network of Trust: Exploring The Trust Building Agency of Objects in Home Sharing
Marian Makkar, Auckland University of Technology, New Zealand
Drew Franklin, Auckland University of Technology, New Zealand
The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor
Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information
Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan