Motivational consequences of counterfactual mindsets: Does counterfactual structure influence the use of conservative or risky tactics?

Motivational states are important determinants of human behavior. Regulatory focus theory suggests that a promotion focus stimulates risky behavior, whereas a prevention focus fosters conservative tactics. Previous research linked counterfactual structure with regulatory focus. Extending this work, we predicted that additive counterfactual mindsets (“If only I had…”) instigate risky tactics in subsequent situations, whereas subtractive counterfactual mindsets (“If only I had NOT…”) lead to conservative tactics. We tested this prediction and the underlying assumptions in four preregistered studies (total N = 803) and obtained consistent null results. Additive and subtractive counterfactual mindsets did not elicit different tactics – neither on behavioral nor on self-report measures – and they did not influence participants’ motivation compared to a neutral control condition. Likewise, our results put doubts on previous findings on counterfactuals and regulatory focus as well as regulatory focus and conservative or risky behavior. More general implications for research on counterfactuals and motivation are discussed.