“…From the earliest research on counterfactual thought, debate has raged about whether counterfactual thinking is functional (Kahneman & Miller, ; Mercier et al, ; Petrocelli, Seta, & Seta, ; Roese, ; Sherman & McConnell, ). Counterfactuals facilitate causal reasoning (Spellman & Gilbert, ; Wells & Gavanski, ), intention formation (Roese, ; Smallman, ; Smallman & Roese, ), motivation (Dyczewski & Markman, ; Markman, McMullen, & Elizaga, ), and behavioral change (Morris & Moore, ; Nasco & Marsh, ); however, they can also bias judgments and reasoning (Goldinger, Kleider, Azuma, & Beike, ), increase negative affect and symptoms of depression and anxiety (Broomhall, Phillips, Hine, & Loi, ), fuel victim‐blaming (Branscombe, Owen, Garstka, & Coleman, ; Sherman & McConnell, ), and interfere with task performance (Petrocelli et al, ; Petrocelli, Seta, Seta, & Prince, ). Rather than trying to determine whether the balance of evidence suggests that counterfactuals are beneficial or dysfunctional, we suggest that the better question is “what are the conditions under which counterfactuals will be functional?” These conditions concern both the nature of the counterfactual and the context for the strategic behavior.…”