Why Do We Find It Hard to Choose? Maximizers' Expectations and Their Effect on Choice Strategy

Maximizers spend more effort when making choices compared to satisficers .This study investigates a possible cause of maximizing: impact expectations. An experiment shows that maximizers estimate the impact of positive events on their subjective well being to be higher than satisficers. These results hold for positive choice outcomes, as well as for other positive events. Different moderating variables, such as the delay of the event, are being investigated.



Citation:

Jonas Kiesekoms and Maarten Elen (2010) ,"Why Do We Find It Hard to Choose? Maximizers' Expectations and Their Effect on Choice Strategy", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 832-833 .

Authors

Jonas Kiesekoms, Ghent University, Belgium
Maarten Elen, Ghent University, Belgium



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See 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

J1. The Effect of Identity Abstractness on Information Processing Styles

Woojin Choi, University of Seoul
Min Jung Kim, Manhattan College
HyukJin Kwon, University of Seoul
Jiyun Kang, Texas State University

Read More

Featured

Time and Space for Robots and AI

Marat Bakpayev, University of Minnesota Duluth, USA

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.