Publication Details

Chan, A. Y. C., Wang, J. & Caputi, P. (2008). The effect of counterfactual priming on women''s decisions regarding mammography screening. In N. Voudouris & V. Mrowinski (Eds.), Psychology leading change: Proceedings of the 43rd Annual APS Conference (pp. 110-114). Hobart, Tasmania: Australian Psychological Society Ltd.


The counterfactual priming effect occurs when "what if" and "if only" thoughts about one event broadens ones mind-set to consider a more diverse range of evidence and possibilities in a different decision making or problem solving context. This study examined this effect as applied to mammography screening decisions.