The Maximizing Mindset
Getting the best is great. The goal of maximizing outcomes has been advocated as ideal in almost every domain of life. We propose that maximizing constitutes a mindset that may be situationally activated and impact subsequent consumption satisfaction, e.g., amplifying regret and dissatisfaction and increasing likelihoods of returning products.
Jingjing Ma and Neal J. Roese (2013) ,"The Maximizing Mindset", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .
Jingjing Ma, Northwestern University, USA
Neal J. Roese, Northwestern University, USA
NA - Advances in Consumer Research Volume 41 | 2013
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Sumitra Auschaitrakul, University of the Thai Chamber of Commerce
Dan King, University of Texas Rio Grande Valley, USA
Ashesh Mukherjee, McGill University, Canada
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