Sequencing Choice Menus For Product Configuration: the Effects of Choice Menu Ordering on Mindset, Search and Satisfaction

Claire Lin, Columbia University, USA
Jonathan Levav, Columbia University, USA
In three experiments we show that the sequence of choice menus for product configuration can determine consumers’ overall mindset for maximizing vs. satisficing. People expend more effort searching through options in a product configuration process in which the number of options increases from one choice menu to another. Self-reported degree of goal maximization mediates the effect of menu sequence on depth of search. The maximization vs. satisficing mindset triggered by menu sequence has a downstream effect on satisfaction: temporary maximizers are more satisfied in the short-term but less satisfied in the long-term.
[ to cite ]:
Claire Lin and Jonathan Levav (2009) ,"Sequencing Choice Menus For Product Configuration: the Effects of Choice Menu Ordering on Mindset, Search and Satisfaction", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 150-153.