Beyond rationality: Counterfactual thinking and behavior regulation

Counterfactual thinking may be described as disciplined, realistic, and rational, but we move a step further to describe a theoretical perspective centering on behavior regulation. According to this perspective, counterfactual thinking primarily centers on coordination of ongoing behavior. In short, most "if only" thoughts in daily life center on the acquisition of goals; hence, counterfactual thinking may be illuminated by considering the large literature on goal cognition.