The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics cover image

68. Counterfactual Thinking: Why We ‘What If’ And ‘If Only’ (A Behavioral Economics Foundations Episode)

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

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The Effects of Undoing on Distress

The study looked to see which negative emotions, depression, anxiety, anger, and guilt would line up with the act of undoing. Only one of the four was uniquely related to the action of undoing: Guilt. The only items that led to increased levels of distress was the frequency that someone was going through the process of undoing; it shows how much of your mood is created by your own brain.

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