The Impact of the Maximizing Mindset on Decision Time

Prior research shows that maximizing produces more comparisons and longer decision times. This research reveals that although maximizing increases the number of comparisons, each comparison is made more rapidly, thus maximizing reduces decision time when the choice is simple but increases decision time when the choice is complex.


Jingjing Ma, Ying Wang, and Neal Roese (2014) ,"The Impact of the Maximizing Mindset on Decision Time", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 590-591.


Jingjing Ma, Northwestern University, USA
Ying Wang, Beihang University, China
Neal Roese, Northwestern University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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