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.
Citation:
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.
Authors
Jingjing Ma, Northwestern University, USA
Ying Wang, Beihang University, China
Neal Roese, Northwestern University, USA
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
Inside Out: Product Essence is Perceived to be Concentrated in the Center of a Group of Products
Kunter Gunasti, Washington State University, USA
Noah VanBergen, University of Cincinnati, USA
Caglar Irmak, University of Miami, USA
Featured
N3. Emotion Regulation and Memory for Negative Emotion Ads
Sandra Segal, Ben Gurion University, Israel
Hila Riemer, Ben Gurion University, Israel
Shai Danziger, Tel Aviv University, Israel
Gal Sheppes, Tel Aviv University, Israel
Featured
The Psychology of Fun: Inquiry into Consumers' Fun Experiences
Travis Tae Oh, Columbia University, USA
Michel Tuan Pham, Columbia University, USA