Past research has found that downward counterfactual thoughts are rarely generated in response to negative life events. However, the authors suggest that under conditions in which self-enhancement motives are prominent, downward counterfactuals will be more frequent than upward counterfactuals. When motives were explicitly manipulated (Study 1), people generated more downward counterfactuals in the self-enhancement than in the self-improvement and control conditions. In Study 2, among those chronically more motivated to self-enhance (i.e., European Canadians), a manipulation of event severity led to the generation of more downward than upward counterfactuals. This finding was mediated by the desire for self-enhancement. In Study 3, cultural background and the opportunity for self-affirmation were related to the generation of downward counterfactuals in expected ways. Implications of these findings are discussed.
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