'If only...' : Counterfactual thinking heightens women's sense of responsibility regarding mammography screening

The present study tested the prediction that counterfactual thinking (thoughts of if only&) provides a vivid means for women to imagine what could have been done differently in hypothetical breast cancer scenarios for the protagonist to avoid their predicament. This should then encourage them to adopt a more preventative approach to and take greater personal responsibility toward their own breast health. Women aged 50 and older (N=181) read either a standard pamphlet on mammography rescreening or one containing counterfactually framed scenarios. The latter depicted fictitious women whose failure to have routine mammograms contributed to their diagnosis with advance-stage breast cancer. The counterfactual group subsequently indicated greater feelings of personal responsibility for having mammograms at the recommended interval than the standard group, even when perceived effectiveness of early detection and treatment were statistically controlled for. Our data suggest that messages utilising counterfactual thinking may be useful in augmenting the mammography rescreening rate in Australia.