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Counterfactual Thinking and Victim Compensation

A Test of Norm Theory

Simon Fraser University

Cathy McFarland

Simon Fraser University

Norm theory (Kahneman & Miller, 1986) identifies factors that determine the ease with which alternatives to reality can be imagined or constructed. One assumption of norm theory is that the greater the availability of imagined alternatives to an event, the stronger will be the affective reaction elicited by the event. The present two experiments explore this assumption in the context of observers' reactions to victims. It was predicted that negative outcomes that strongly evoked positive alternatives would elicit more sympathy from observers than negative outcomes that weakly evoked positive alternatives. The ease of counterfactual thought was manipulated in the first experiment by the spatial distance between the negative outcome and a positive alternative, and in the second experiment by the habitualness of the actions that precipitated the victimization. Consistent with norm theory, subjects recommended more compensation for victims of fates for which a positive alternative was highly available. Implications of the results for various types of reactions to victims are discussed.

Personality and Social Psychology Bulletin, Vol. 12, No. 4, 513-519 (1986)
DOI: 10.1177/0146167286124014


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