Maximizing What? the Effect of Maximizing Mindset on the Evaluation of Product Bundles

Do maximizers value product bundles higher than satisficers? We propose that it depends on whether maximizers try to maximize the value of the individual products or that of the entire bundle. The focus of the maximization is influenced by the presence of a discount. Results from three studies are presented.


Lan Xia and Nada Nasr Bechwati (2020) ,"Maximizing What? the Effect of Maximizing Mindset on the Evaluation of Product Bundles", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1214-1214.


Lan Xia, Bentley University, USA
Nada Nasr Bechwati, Bentley University, USA


NA - Advances in Consumer Research Volume 48 | 2020

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