Making mistakes or failing at tasks is a common occurrence in human life. People can respond to and cope with failure in many ways. In this research, we examine potential advantages of relatively emotional (versus cognitive) responses to failure. In particular, we study how effort and time spent in subsequent tasks depend on whether people predominantly focus on their emotions or their cognitions as they respond to a failure. We demonstrate that, left to their own means, people's cognitions upon a failure are mainly justificatory in nature and thus do not automatically have the commonly believed reflective, self‐improving qualities. We further argue and demonstrate that a relative focus on cognitions following a failure can prevent improvement in subsequent episodes, but a focus on emotions can allow for learning and, therefore, increased effort. Copyright © 2017 John Wiley & Sons, Ltd.