Krishnamurthy, Parthasarathy; Sivaraman, Anuradha - In: Journal of Consumer Research 28 (2002) 4, pp. 650-58
This article examines the effects of counterfactual thinking on information processing. We conceptualize counterfactual thinking--a process of mentally undoing the outcome of an event by imagining alternate antecedent states--as a problem-solving process that will increase scrutiny of...
