Successive Negative Contrast is a behavioral phenomenon characterized by disruption in consummatory (cSNC) or instrumental (iSNC) responses following a surprising downshift in expected reward. The aversive emotional state induced by this negative discrepancy is known as frustration. This effect is transient: approach behavior gradually recovers after several sessions with the devalued reward. Recovery has been suggested to be mediated by counterconditioning, which may explain why animals trained successively in both tasks do not show an iSNC effect after cSNC training. We conducted three experiments in which the duration of postshift trials in the cSNC task was reduced from 5 to 2 minutes, before transferring the animals to an iSNC task. Shorter cSNC postshift trials produced a stronger iSNC effect than longer trials. This effect persisted even when overall exposure to the devalued reward was equated across groups. Moreover, reducing the duration of only the first postshift trial did not affect consumption and recovery. In summary, lowering sessions duration does not affect the expression of frustration, but significantly modulates counterconditioning and transfer of frustration tolerance. Based on previous research, no differences in neural activity are expected in certain brain regions (e.g., ACC, amygdala) during the first postshift cSNC session. However, differences are expected in the remaining cSNC trials and the iSNC task, reflecting an emotional regulation process.