When Simplified Choices Backfire: the Role of a Maximizing Mindset

Simplifying the decision process often gives people the freedom to choose without causing choice overload. However, we propose that simplified choice processes may activate a maximizing mindset, which increases people’s desire to find better options and decreases their choice satisfaction. Consequently, choice simplification can backfire by decreasing purchase likelihood.



Citation:

Gia Nardini and Aner Sela (2017) ,"When Simplified Choices Backfire: the Role of a Maximizing Mindset ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 373-378.

Authors

Gia Nardini, University of Denver, USA
Aner Sela, University of Florida, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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