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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Consuming Time-Space Imaginations: Bakhtin’s Chronotope on Robots and Artificial Intelligence

Marat Bakpayev, University of Minnesota Duluth, USA
Alima Yesmukanova, KIMEP University

Read More

Featured

When Perceiving Oneself as a Spender Increases Saving

Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia

Read More

Featured

System Justification and the Preference for Atavistic Products

Minju Han, Yale University, USA
George Newman, Yale University, 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.