Choice Behavior of Maximizers and Satisficers When Alternatives Are Priced Using Non-Monetary Points

Meng-Hua Hsieh, University of Washington, USA
Richard Yalch, University of Washington, USA
Edwin Love, Western Washington University, USA
The authors report on a study examining whether individuals varying in maximizing versus satisfying tendencies differ in susceptibility to a medium. A medium such as airline mileage points has no monetary value and should not affect consumer choice. However, past research demonstrates that some consumers are unable to make optimal decisions among alternative varying in effort and outcome when a medium is involved. Results show maximizer-satisficer differences for those in the highest and lowest quartiles in choosing higher effort-higher points but similar outcome options. Results from a follow-up study with alternative scales are also presented.
[ to cite ]:
Meng-Hua Hsieh, Richard Yalch, and Edwin Love (2010) ,"Choice Behavior of Maximizers and Satisficers When Alternatives Are Priced Using Non-Monetary Points", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 816-817 .