The Maximizing Mindset

Jingjing Ma, Northwestern University, USA
Neal J. Roese, Northwestern University, USA
Getting the best is great. The goal of maximizing outcomes has been advocated as ideal in almost every domain of life. We propose that maximizing constitutes a mindset that may be situationally activated and impact subsequent consumption satisfaction, e.g., amplifying regret and dissatisfaction and increasing likelihoods of returning products.
[ to cite ]:
Jingjing Ma and Neal J. Roese (2013) ,"The Maximizing Mindset", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.