“What if” is a powerful and emotional question. People often fantasize about how they would handle a tough situation if they got a second chance. At the other extreme, individuals may undergo a life change when someone they care about survives a near-calamity. They ponder, What if he or she had died?

Such counterfactual reflection, as it is called, can elicit intense feelings. People who imagine an alternative history of their company—a concept known as “counterfactual reflection”—tend to feel a greater commitment to their organization, which previous research has shown can affect job turnover, performance, and satisfaction. But the power of counterfactual thinking goes far beyond that. Research by Adam D. Galinsky, a professor of management and organizations at the Kellogg School of management, Brayden King, an associate professor of management and organizations at the Kellogg School, Hal Ersner-Herschfield, an assistant professor of marketing at New York University, and Laura Kray, a professor at the University of California, Berkeley, plumbed the depths of counterfactual thinking to see how it influences commitment to people, organizations, and even one’s country.”