The Influence of a Maximizing Versus Satisficing Orientation on the Evaluation of Desirability and Feasibility Attributes

Meng-Hua Hsieh, Pennsylvania State University-Harrisburg, USA
Richard Yalch, University of Washington, USA
Edwin Love, Western Washington University, USA
Maximizers tend to seek the best choice, whereas satisficers are satisfied with a good enough choice. This research examines whether maximizers and satisficers prefer products highest in desirability or feasibility when there is a trade-off between feasibility and desirability attributes.
[ to cite ]:
Meng-Hua Hsieh, Richard Yalch, and Edwin Love (2015) ,"The Influence of a Maximizing Versus Satisficing Orientation on the Evaluation of Desirability and Feasibility Attributes ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 559-559.