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Compared to full\u2010misses, near\u2010wins decreased self\u2010perceived luck and near\u2010losses increased self\u2010perceived luck, consistent with the effects of upward versus downward counterfactual thinking, respectively. Wins and losses both increased zygomaticus reactivity, and losses selectively enhanced corrugator reactivity. Near\u2010wins heightened zygomaticus activity, but did not affect corrugator activity, thus showing a similar response pattern to actual wins. There were no significant facial <jats:styled-content style=\"fixed-case\">EMG<\/jats:styled-content> effects of near\u2010losses. 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