Counterfactuals and Affective Responses to Product Breakdown Book Chapter

Folkes, V, Lassar, W. (2015). Counterfactuals and Affective Responses to Product Breakdown . 110-114. 10.1007/978-3-319-13144-3_29

cited authors

  • Folkes, V; Lassar, W


  • Two experiments examined the effects of just missing warranty coverage on consumers’ affective reactions to product breakdowns. The research was guided by Kahneman and Tversky’s (1982) theorizing about conditions leading people to imagine superior outcomes to those actually experienced (counterf actuals). Students read scenarios describing a product needing repairs and the warranty coverage on the product. Just missing having repairs covered by a warranty led to more extreme affective reactions than when the breakdown occurred long after expiration, particularly for affects tied to the alternative action. The results are consistent with theorizing about counterfactuals.

publication date

  • January 1, 2015

Digital Object Identifier (DOI)

start page

  • 110

end page

  • 114