Choice Behavior of Maximizers and Satisficers When Alternatives Are Priced Using Non-Monetary Points

The authors report on a study examining whether individuals varying in maximizing versus satisfying tendencies differ in susceptibility to a medium. A medium such as airline mileage points has no monetary value and should not affect consumer choice. However, past research demonstrates that some consumers are unable to make optimal decisions among alternative varying in effort and outcome when a medium is involved. Results show maximizer-satisficer differences for those in the highest and lowest quartiles in choosing higher effort-higher points but similar outcome options. Results from a follow-up study with alternative scales are also presented.



Citation:

Meng-Hua Hsieh, Richard Yalch, and Edwin Love (2010) ,"Choice Behavior of Maximizers and Satisficers When Alternatives Are Priced Using Non-Monetary Points", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 816-817 .

Authors

Meng-Hua Hsieh, University of Washington, USA
Richard Yalch, University of Washington, USA
Edwin Love, Western Washington University, USA



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More

Featured

On Politics, Morality, and Consumer Response to Negative Publicity

Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

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.