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| Author: | Roese, N. |
| Title: | Counterfactual thinking and marketing: introduction to the special issue |
| Journal: | Psychology and Marketing
2000 : APR, VOL. 17:4, p. 277-280 |
| Index terms: | PSYCHOLOGY MARKETING THINKING |
| Language: | eng |
| Abstract: | Counterfactuals are thoughts regarding alternatives to past outcomes, and they are an increasingly active topic of psychological research. Recently, this work has been applied to organizational and marketing domains. This introduction summarizes the theoretical basis underlying the effects of counterfaction thinking on emotions, decisions, and perception, and presents the four articles comprise this special issue. |
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