When do I ponder? The role of elaboration in counterfactual thinking

Abstract

AbstractThe counterfactual thought such as “If only I had…” has a powerful impact on people's subsequent behavioral intentions. The literature has documented what may happen with CFT. But little has been done to investigate how CFT produces these effects. In this research, three studies provided evidence to show that elaboration rather than priming is the mechanism for CFT to have an effect on behavioral intentions; and the factors such as argument strength, outcome severity, and goal valence may interfere with such counterfactual effects. These theoretical contributions to the CFT literature offer important managerial implications and help marketers determine optimal persuasion strategies to influence consumers' information processing style.