General attainability beliefs moderate the motivational effects of counterfactual thinking

Previous research has demonstrated that upward counterfactuals generated in response to less than optimal outcomes on repeatable tasks are more motivating than are downward counterfactuals. In the present work, however, it was hypothesized that upward counterfactuals should only be motivating to the extent that one believes that improvement is generally attainable. By contrast, it was hypothesized that upward counterfactuals should actually diminish motivation and downward counterfactuals should enhance motivation to the extent that one believes that improvement is generally unattainable. In support of these hypotheses, the results of two studies indicated that incremental theorists (who believe that intelligence-related abilities are malleable) displayed greater motivation and enhanced performance in response to upward as compared to downward counterfactuals, whereas entity theorists (who believe that intelligence-related abilities are fixed) displayed greater motivation and enhanced performance in response to downward as compared to upward counterfactuals.