Examining the paradoxical effects of counterfactual generation in negative consumption

Ka Yan Ho, Yuk Yee Jessica Kwong

Research output: Contribution to journalArticle

Abstract

Generating counterfactuals of how negative consumption might have turned out better has been viewed as functional (because it helps solve problems associated with the consumption) but painful (because it accentuates negative feelings). This research teases out these two effects and argues that they are driven by different counterfactuals. To start with, this research classifies counterfactuals into process- and outcome-focused counterfactuals. Then it demonstrates that while process-focused (vs. outcome-focused) counterfactuals better help consumers solve problems associated with the consumption, outcome-focused (vs. process-focused) counterfactuals intensify negative feelings. Findings imply consumers may enjoy the problem-solving function of counterfactual generation without hurting their feelings.
Original languageEnglish
Pages (from-to)587-588
Number of pages2
JournalAdvances in Consumer Research
Volume37
Publication statusPublished - Oct 2010

Fingerprint

Dive into the research topics of 'Examining the paradoxical effects of counterfactual generation in negative consumption'. Together they form a unique fingerprint.

Cite this