“…People with such a perspective are not prisoners of what might have been. Instead, they project themselves into the future and think about what might be done the next time to improve subsequent performance, so that upward counterfactuals are a first step towards self‐improvement and self‐protection (Boninger et al , 1994; Grieve, Houston, Dupuis, & Eddy, 1999; Haynes et al , 2007; Markman et al , 1993; Markman, Karadogan, Lindberg, & Zell, 2009; Sanna, Chang, & Meier, 2001). In other words, upward counterfactuals motivate people to try again in the future, because they indicate that, while past outcomes were negative, future outcomes may still improve (Johnson & Sherman, 1990; Sanna, 1997).…”