Counterfactual thinking and marketing: Introduction to the special issue

Neal J. Roese*

*Corresponding author for this work

Research output: Contribution to journalArticle

17 Scopus citations


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 counterfactual thinking on emotions, decisions, and perception, and presents the four articles that comprise this special issue.

Original languageEnglish (US)
Pages (from-to)277-280
Number of pages4
JournalPsychology and Marketing
Issue number4
StatePublished - Apr 1 2000

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

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