“…Several studies have demonstrated the pivotal role of counterfactual thinking in applied domains, such as consumer behavior (e.g., Tsiros, & Mittal, 2000;Zeelenberg, & Pieters, 2007) and marketing (e.g., McGill, 2000), organizational behavior (e.g., Ersner-Hershfield, Galinsky, Kray, & King, 2010; Morris & Moore, 2000), Downloaded by [New York University] at 11:36 29 July 2015 psychotherapy (e.g., Quelhas, Power, Juhos, & Senos, 2008), judicial decision making (e.g., Catellani, & Milesi, 2005), and crime control (e.g., Dhami, Mandel, & Souza, 2005). Depending on the context, the motivational goals of an individual who compares reality with a better, imagined alternative might either enhance causal realism and thus improve future decision making or compromise realism and contribute to a more positive emotional state.…”