Absolute and Relative Choices of Maximizers and Satisficers

Kimberlee Weaver, Virginia Tech, USA
Norbert Schwarz, University of Michigan, USA
Kim Daniloski, Virginia Tech, USA
Keenan Cottone, University of Michigan, USA
Three studies examining tradeoffs between absolute and relative options for consumer goods show that maximizers, decision makers who are concerned with obtaining the best outcome, are more likely to choose objectively inferior products and outcomes when they are paired with higher relative standing than satisficers.
[ to cite ]:
Kimberlee Weaver, Norbert Schwarz, Kim Daniloski, and Keenan Cottone (2011) ,"Absolute and Relative Choices of Maximizers and Satisficers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.