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In four experiments, we explored the inferences people make when they learn that counterfactual thinking has occurred. Experiment 1 (N = 40) showed that knowing that a protagonist had engaged in counterfactual thinking (compared to no counterfactual thinking) resulted in participants inferring that the past event was closer in time to the protagonist, but there was no difference in inferring how close the past event was between knowing that a protagonist made many or a single counterfactual statement(s). Experiment 2 (N = 80) confirmed that participants were not affected by the number of counterfactual statements they read when inferring temporal closeness. Experiment 3 (N = 49) demonstrated that participants who learned that a protagonist had engaged in counterfactual thinking were more likely to infer that the protagonist experienced the controllable event. Experiment 4 (N = 120) indicated that participants who learned that a protagonist had engaged in counterfactual thinking were more likely to infer that the protagonist experienced the exceptional event. We concluded that the existence (but not the number) of counterfactual thoughts can lead people to infer that events were close, exceptional, and controllable, which suggests that the relations between closeness/controllability/exceptionality and counterfactual thinking are bidirectional. These results showed that as well as making inferences based on facts about the real world, people also make inferences about the real world based on hypothetical worlds.

Speculative thinking refers to thinking about past or future possibilities; it includes counterfactual thinking, prefactual thinking, and other types. In this narrative review, we discuss the traditional function of speculative thinking in improving future performance (i.e., the preparatory function). We also explore several non-preparatory functions of speculative thinking that have not been widely covered, namely the functions of conveying information and of supporting lying. In addition, we address temporal asymmetry; one perspective focuses on psychological distance in speculative thinking about the past and future, while another focuses on temporal asymmetry and reality/hypothetical differences in the preparatory function of speculative thinking. Overall, this review suggests that a broader functional theory is needed to address non-preparatory functions and the traditional preparatory function. Such a theory should cover all speculative thinking about the past and future rather than simply counterfactual thinking.

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Counterfactual thinking is presumed to play a preparatory function in promoting people’s behavioural intentions. This study specifically addresses the impacts of COVID-19 severity, tourists’ counterfactual thinking about the pandemic, and tourists’ perceived duty-free consumption value on the effect of a duty-free policy on travel intentions. Four hundred and ten participants took part in this study, which involved a 2 (duty-free policy: absent vs. present) × 2 (COVID-19 severity: high vs. low) design. Results reveal the following patterns: (a) compared to the absence of a duty-free policy in tourist destinations, enactment of a duty-free policy leads to stronger visit intentions through greater perceived value and (b) the effect of a duty-free policy on travel intention is moderated by tourists’ counterfactual thinking and COVID-19 severity.