Overinflated Expectations From Maximizing With Unreliable Information

Maximizers use various ways to strive for the best outcome, such as making selections from a larger assortment size. However, when information is unreliable (vs. reliable), a larger (vs. smaller) assortment size brings less satisfaction with one’s choice because heightened expectations of outcomes lead to greater expectancy disconfirmations.


Edward Yuhang Lai, Mario Pandelaere, and Daniel Villanova (2021) ,"Overinflated Expectations From Maximizing With Unreliable Information", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 911-911.


Edward Yuhang Lai, Virginia Tech
Mario Pandelaere, Virginia Tech
Daniel Villanova, University of Arkansas


NA - Advances in Consumer Research Volume 49 | 2021

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