The Maximizing Mind-Set

Neal J. Roese

115 citations0/0 files storedJournal of Consumer Research

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Decision-Making and Behavioral Economics Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Getting the best has been advocated as an ideal in almost every domain of life. We propose that maximizing constitutes a mind-set that may be situationally activated and has cross-domain consequences. Specifically, we show that the maximizing mind-set amplifies regret and dissatisfaction, increases the likelihood of returning and switching products, and affects sensory experiences such as taste. The effect of the maximizing mind-set occurs only when consumers learn that they do not get the best but not when they do in fact get the best. We validate our conception of the maximizing mind-set by demonstrating its embrace of underlying processes of comparisons and goals.

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References

1955A BEHAVIORAL MODEL OF RATIONAL CHOICE 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1985An attributional theory of achievement motivation and emotion.2010Satisfaction: a behavioral perspective on the consumer 1956Rational choice and the structure of the environment.1976Social Indicators of Well-Being 1998Promotion and Prevention: Regulatory Focus as A Motivational Principle 2006Implementation Intentions and Goal Achievement: A Meta‐analysis of Effects and Processes

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2019The differential impact of “mood” on consumers’ decisions, a case of mobile payment adoption 2020Customer inertia marketing 2015When one desires too much of a good thing: The compromise effect under maximizing tendencies 2017When Seeking the Best Brings Out the Worst in Consumers: Understanding the Relationship between a Maximizing Mindset and Immoral Behavior 2022Choice freedom 2017Maximizing versus satisficing in the digital age: Disjoint scales and the case for “construct consensus”

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