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


J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products

Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University

Read More


K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

Read More


Meaningful Numbers: Consumer Response to Verbal Reaffirmation of Numerical Nutrition Information

Steffen Jahn, University of Goettingen, Germany
Monique Breaz, University of Goettingen, Germany
Till Dannewald, Wiesbaden Business School
Yasemin Boztug, University of Goettingen, Germany

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.