Counterfactual thinking and marketing: Introduction to the special issue

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. (C) 2000 John Wiley & Sons, Inc.