Thinking That Choices Reflect the Self Leads to Maximizing Behavior

Kathleen Vohs, University of Minnesota, USA
Nicholas Olson, University of Minnesota, USA
Why would people decision maximize when maximizing, compared to satisficing, lowers decision satisfaction and heightens regret? We hypothesized that consumers who feel that choices reflect the self are more likely than others to exhibit maximizing tendencies. Three studies using measured and manipulated variables and self-reports supported this hypothesis.
[ to cite ]:
Kathleen Vohs and Nicholas Olson (2013) ,"Thinking That Choices Reflect the Self Leads to Maximizing Behavior", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.