Alexander Bandukwala

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And when the counterfactual thoughts begin to occur, they trigger more negative emotions, like regret, which in turn trigger more counterfactual thinking, which in turn triggers more negative emotion. Though most people can manage to suppress their counterfactual thoughts before they spin too far down this vicious spiral, some—especially those who suffer from clinical depression—may not be able to arrest the downward pull.
The Paradox of Choice: Why More Is Less
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