Absolute and Relative Choices of Maximizers and Satisficers

Three studies examining tradeoffs between absolute and relative options for consumer goods show that maximizers, decision makers who are concerned with obtaining the best outcome, are more likely to choose objectively inferior products and outcomes when they are paired with higher relative standing than satisficers.


Kimberlee Weaver, Norbert Schwarz, Kim Daniloski, and Keenan Cottone (2011) ,"Absolute and Relative Choices of Maximizers and Satisficers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Kimberlee Weaver, Virginia Tech, USA
Norbert Schwarz, University of Michigan, USA
Kim Daniloski, Virginia Tech, USA
Keenan Cottone, University of Michigan, USA


NA - Advances in Consumer Research Volume 38 | 2011

Share Proceeding

Featured papers

See More


E7. Pronouns in Fundraising Appeals – The Impact of I vs. S/He on Donations

Amir Sepehri, Western University, Canada
Rod Duclos, Western University, Canada
Hamid Elahi, Western University, Canada

Read More


B3. The Effect of Temporal Distance on Online Reviews’ Recommendation Power: The Role of Spontaneous Retrieval and Perceived Trust

Kyu Ree Kim, Seoul National University
Wujin Chu, Seoul National University

Read More


Walking the Thin Edge: The Dark Side of Brand Communities and Collecting

Emily Chung, RMIT University
Marcia Christina Ferreira, Brunel University
daiane scaraboto, Pontificia Universidad Católica de Chile

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.