When Simplified Choices Backfire: the Role of a Maximizing Mindset

Gia Nardini, University of Denver, USA
Aner Sela, University of Florida, USA
Simplifying the decision process often gives people the freedom to choose without causing choice overload. However, we propose that simplified choice processes may activate a maximizing mindset, which increases people’s desire to find better options and decreases their choice satisfaction. Consequently, choice simplification can backfire by decreasing purchase likelihood.
[ to cite ]:
Gia Nardini and Aner Sela (2017) ,"When Simplified Choices Backfire: the Role of a Maximizing Mindset ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 373-378.