When Choosing the Best Brings Out the Worst: Maximizing Increases Cheating Due to Greater Perceptions of Scarcity

Caroline Roux, Concordia University, Canada
Jingjing Ma, Peking University, China
Kelly Goldsmith, Northwestern University, USA
Striving for the best, or a maximizing mindset, is often advocated as an ideal in many life domains. But how far are consumers willing to go when striving for the best? Three studies demonstrate that activating a maximizing mindset increases cheating behavior because it elicits greater perceptions of scarcity.
[ to cite ]:
Caroline Roux, Jingjing Ma, and Kelly Goldsmith (2016) ,"When Choosing the Best Brings Out the Worst: Maximizing Increases Cheating Due to Greater Perceptions of Scarcity", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 756-756.