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.


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 .


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


NA - Advances in Consumer Research Volume 37 | 2010

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