| Self-motives influence automatic versus effortful counterfactual thinking. Persuasive influences of counterfactuals were tested to extend knowledge of self-motives behind, and functions for, counterfactuals. The effect of self-motives (Study 1), mood (Study 2), and cognitive load (Study 3) on counterfactual persuasiveness was tested. Higher levels of persuasion occurred when counterfactual direction is consistent with self-motives. Inconsistency between counterfactual direction and motive type led to decreased persuasiveness. Similar effects occurred according to mood, and were modified by cognitive load.;Participants were Introductory Psychology students who received course credit. In Studies 1 and 2, changes in counterfactual persuasiveness did not occur. However, levels of affective investment, or how much participants sympathized with the testimonial narrator, changed. Changes in confirming thoughts did occur. In Study 3, differences in counterfactual persuasiveness occurred according to context, counterfactual, and cognitive load conditions. The number of confirming thoughts and affective investment levels also changed. Future research should further assess persuasiveness differences using more sensitive measures, and alternate advertising contexts. |
