Keith Markman

Previous research has suggested that an effective strategy for debiasing judgments is to have participants "consider the opposite." The present research proposes that considering any plausible alternative outcome for an event, not just the opposite outcome, leads participants to simulate multiple alternatives, resulting in debiased judgments. Three experiments tested this hypothesis using an explanation task paradigm. Participants in all studies were asked to explain either 1 hypothetical outcome (single explanation conditions) or 2 hypothetical outcomes (multiple explanation conditions) to an event; after the explanation task, participants made likelihood judgments. The results of Studies 1 and 2 indicated that debiasing occurred in all multiple explanation conditions, including those that did not involve the opposite outcome. Furthermore, the findings indicated that debiased judgments resulted from participants' spontaneous consideration of additional alternatives in making their likelihood judgments. The results of Study 3 also identified the perceived plausibility of the explained alternative as an important moderating variable in debiasing.

The goal of the current chapter is to discuss how counterfactual thinking serves a more general sense-making function and to delineate the mechanisms by which this may occur. To demonstrate the meaning as sense-making function of counterfactual thinking, we (Lindberg & Markman, 2012) selected a historical event that was likely to be compelling to most student participants, yet not one with which most students would be familiar. This allowed for the manipulation of event details for the purpose of examining underlying cognitive mechanisms believed to influence the sense-making process. Two sets of studies were conducted. The current work lends further support for the sense-making function of counterfactual thinking.

The present research examined how nostalgia influences temporal self-appraisals and whether those appraisals relate to current mood. Across two studies, participants recalled either an ordinary or nostalgic memory and provided appraisals of their present and past selves. Participants who recalled nostalgic memories evaluated their past selves more positively than their present selves, whereas the reverse occurred for those who recalled ordinary memories. Those who recalled a positive future event also evaluated their future selves more positively than their present selves. Nostalgia simultaneously enhanced positive mood by heightening favorable evaluations of past selves and diminished positive mood by heightening unfavorable evaluations of present selves. The current work supports a temporal-selves framework that allows for a more nuanced portrait of the nostalgic experience.

The present research investigated the relationship between meaning perceptions and the structure of counterfactual thoughts. In Study 1, participants reflected on how turning points in their lives could have turned out otherwise. Those who were instructed to engage in subtractive (e.g., If only I had not done X...”) counterfactual thinking (SCT) about those turning points subsequently reported higher meaning perceptions than did those who engaged in additive (e.g., ‘If only I had done X...’) counterfactual thinking (ACT). In Study 2, participants who reflected upon life events from the perspective of understanding the past (versus preparing for the future) tended to engage in more SCT than ACT. Finally, in Study 3, participants engaged in more SCT than ACT about life events whose meaning was perceived as certain (as opposed to uncertain) – presumably to maintain their pre-existing sense of meaning. Implications for the study of counterfactual thinking and meaning are discussed.

This article links recent work on assimilative and contrastive counterfactual thinking with research on the impact of accountability on judgment and choice. Relative to participants who felt accountable solely for bottom-line performance outcomes, participants who were accountable for their decision-making process (a) had more pronounced differential reactions to clearly winning versus (winning but) nearly losing and to clearly losing versus (losing but) nearly winning; (b) were less satisfied with the quality of their decisions when they nearly lost and more satisfied with the quality of their decisions when they nearly won; and (c) invested less money into investments that nearly failed and more money into investments that nearly succeeded. This pattern is consistent with the hypothesis that process accountability amplified assimilative counterfactual thinking, whereas outcome accountability attenuated it. The evidence underscores the power of contextual features of the decision-making environment to shape key cognitive and affective consequences of upward and downward counterfactual comparisons.

The present research examines psychological momentum (PM), a perceived force that lay intuition suggests influences performance. PM theory is proposed to account for how momentum perceptions arise, and four studies demonstrate the influence of lay intuitions about PM on expectations regarding performance outcomes. Study 1 establishes that individuals share intuitions about the types of events that precipitate PM, and Study 2 finds that defeating a rival increases momentum perception. Study 3 provides evidence for the lay belief that as more PM accumulates during a prior task, there should be more residual momentum left to carry over to a subsequent task, and Study 4 finds that an individual whose PM is interrupted is expected to have greater difficulty completing a task than is an individual whose steady progress is interrupted. Discussion focuses on linkages between PM and related constructs.

In response to criticism following news of the mistreatment of Iraqis at the US prison in Abu Ghraib, some media personalities and politicians suggested that the treatment of these prisoners ‘‘would have been even worse’’ had former Iraqi President Saddam Hussein still been in power. It was hypothesized that the contemplation of this argument has undesirable consequences because counterfactual thinking can elicit both contrastive and assimilative effects. In the reported study, participants considered how the prisoners at Abu Ghraib would have been worse off under Saddam. The results revealed that generating downward counterfactuals made participants feel better about Abu Ghraib (thereby evidencing contrast), and also lowered ethical standards regarding how the US should treat prisoners of war in the future (thereby evidencing assimilation).

This article explores situational determinants and psychological consequences of counterfactual excuse-making - denying responsibility by declaring `I couldn’t have known.’ Participants who were made accountable for a stock investment decision that resulted in an outcome caused by unforeseeable circumstances were particularly likely to generate counterfactual excuses and, as a result, to deny responsibility for the outcome of their choices and minimize their perceptions of control over the decision process. The article discusses the implications of these findings for structuring accountability reporting relationships in business and, more generally, stresses the benefits of counterfactual denials of responsibility for maintaining self-esteem and a desired self-identity.

Three studies examined the motivational implications of thinking about how things could have been worse. It was hypothesized that when these downward counterfactuals yield negative affect, through consideration of the possibility of a negative outcome, motivation to change and improve would be increased (the wake-up call). When downward counterfactuals yield positive affect, through diminishing the impact of a potentially negative outcome, motivation to change and improve should be reduced (the Pangloss effect). Results from three studies supported these hypotheses. Studies 1 and 2 showed that a manipulation of the counterfactual made about an investment influenced decisions toward that investment. Study 3 showed that students’ academic motivation was influenced by a manipulation of the type of downward counterfactual they made after an exam and that affect mediated the relationship between the counterfactual and motivation.

Three studies examined the motivational implications of thinking about how things could have been worse. It was hypothesized that when these downward counterfactuals yield negative affect, through consideration of the possibility of a negative outcome, motivation to change and improve would be increased (the wake-up call). When downward counterfactuals yield positive affect, through diminishing the impact of a potentially negative outcome, motivation to change and improve should be reduced (the Pangloss effect). Results from three studies supported these hypotheses. Studies 1 and 2 showed that a manipulation of the counterfactual made about an investment influenced decisions toward that investment. Study 3 showed that students’ academic motivation was influenced by a manipulation of the type of downward counterfactual they made after an exam and that affect mediated the relationship between the counterfactual and motivation.

In the present research, the authors hypothesized that additive counterfactual thinking mind-sets, activated by adding new antecedent elements to reconstruct reality, promote an expansive processing style that broadens conceptual attention and facilitates performance on creative generation tasks, whereas subtractive counterfactual thinking mind-sets, activated by removing antecedent elements to reconstruct reality, promote a relational processing style that enhances tendencies to consider relationships and associations and facilitates performance on analytical problem-solving tasks. A reanalysis of a published data set suggested that the counterfactual mind-set primes previously used in the literature tend to evoke subtractive counterfactuals. Studies 1 and 2 then demonstrated that subtractive counterfactual mind-sets enhanced performance on analytical problem-solving tasks relative to additive counterfactual mind-sets, whereas Studies 3 and 4 found that additive counterfactual mind-sets enhanced performance on creative generation tasks relative to subtractive counterfactual mind-sets.

This article reviews research on counterfactual, social, and temporal comparisons and proposes a Reflection and Evaluation Model (REM) as an organizing framework. At the heart of the model is the assertion that 2 psychologically distinct modes of mental simulation operate during comparative thinking: reflection, an experiential (“as if”) mode of thinking characterized by vividly simulating that information about the comparison standard is true of, or part of, the self; and evaluation, an evaluative mode of thinking characterized by the use of information about the standard as a reference point against which to evaluate one’s present standing. Reflection occurs when information about the standard is included in one’s self-construal, and evaluation occurs when such information is excluded. The result of reflection is that standard–consistent cognitions about the self become highly accessible, thereby yielding affective assimilation; whereas the result of evaluation is that comparison information is used as a standard against which one’s present standing is evaluated, thereby yielding affective contrast. The resulting affect leads to either an increase or decrease in behavioral persistence as a function of the type of task with which one is engaged, and a combination of comparison-derived causal inferences and regulatory focus strategies direct one toward adopting specific future action plans.

Effects of perceived control and close alternative outcomes were examined. Subjects played a computer-simulated "wheel-of-fortune" game with another player in which two wheels spun simultaneously. Subjects had either control over spinning the wheel or control over which wheel would determine their outcome and which would determine the other player's outcome. Results showed that (a) subjects generated counterfactuals about the aspect of the game that they controlled, (b) the direction of these counterfactuals corresponded to the close outcome associated with the aspect they controlled, and (c) close counterfactuals predicted affective responses to the outcome of the wheel spin. Cognitive and motivational implications of the influence of perceived control on counterfactual generation are discussed.

Counterfactual thinking involves the imagination of non-factual alternatives to reality. We investigated the spontaneous generation of both upward counterfactuals, which improve on reality, and downward counterfactuals, which worsen reality. All subjects gained $5 playing a computer-simulated blackjack game. However, this outcome was framed to be perceived as either a win, a neutral event, or a loss. "Loss" frames produced more upward and fewer downward counterfactuals than did either "win" or "neutral" frames, but the overall prevalence of counterfactual thinking did not vary with outcome valence. In addition, subjects who expected to play the game again made more upward counterfactuals and were less satisfied with the outcome than were subjects who did not expect to play again. However, once subjects saw the cards from which they could have selected had they "hit" again (two winning cards and two losing cards), all subjects generated primarily upward counterfactuals and showed a corresponding decrease in satisfaction. These results implicate both cognitive and motivational factors in the generation of counterfactuals and tell us something about the functional value of counterfactual thinking: downward counterfactuals provide comfort; upward counterfactuals prepare one for the future.

Counterfactual reasoning research typically demonstrates contrast effects—nearly winning evokes frustration, whereas nearly losing evokes exhilaration. The present work, however, describes conditions under which assimilative responses (i.e., when judgements are pulled towards a comparison standard) also occur. Participants solved analogies and learned that they had either nearly attained a target score or nearly failed to attain it. Participants in the no trajectory condition received this feedback in the absence of any prior feedback, whereas those in the trajectory condition received feedback after having received prior feedback conforming to either an ascending or descending pattern. Participants then provided perceptions of their verbal intelligence. Assimilation effects were observed in the trajectory conditions but attenuated in the no trajectory conditions. Discussion focuses on the role of feedback dynamics in determining responses to close-call counterfactuals.