Beyond rationality: Counterfactual thinking and behavior regulation

Kai Epstude*, Neal J. Roese

*Corresponding author for this work

Research output: Contribution to journalComment/debatepeer-review

10 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)457-458
Number of pages2
JournalBehavioral and Brain Sciences
Issue number5-6
StatePublished - Dec 1 2007

ASJC Scopus subject areas

  • Neuropsychology and Physiological Psychology
  • Physiology
  • Behavioral Neuroscience


Dive into the research topics of 'Beyond rationality: Counterfactual thinking and behavior regulation'. Together they form a unique fingerprint.

Cite this