10-S: the Effect of Maximizing on Consumer Response to Features and Price

This research shows that the activation of a maximizing mindset elevates consumers’ tendency to choose feature-rich products even when these features are nonessential and these products more expensive. We argue that the reason maximizers are more feature focused is because maximizing makes consumers more promotion focused and less prevention focused.


Zhenfeng Ma and Jingjing Ma (2017) ,"10-S: the Effect of Maximizing on Consumer Response to Features and Price", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1047-1047.


Zhenfeng Ma, Wilfrid Laurier University, Canada
Jingjing Ma, Peking University, China


NA - Advances in Consumer Research Volume 45 | 2017

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