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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

It’s About Trust: The Diffusion of Deviant Consumer Behavior

Peter Voyer, University of Windsor

Read More

Featured

A2. A Window to the Brand's Soul: How Models' Eyes Affect Consumers' Attitudes

Maria Giulia Trupia, IESE Business School
Martina Cossu, Bocconi University, Italy
Zachary Estes, Bocconi University, Italy

Read More

Featured

K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.