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The Maximizing Mind-Set

Author

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  • Jingjing Ma
  • Neal J. Roese

Abstract

Getting the best has been advocated as an ideal in almost every domain of life. We propose that maximizing constitutes a mind-set that may be situationally activated and has cross-domain consequences. Specifically, we show that the maximizing mind-set amplifies regret and dissatisfaction, increases the likelihood of returning and switching products, and affects sensory experiences such as taste. The effect of the maximizing mind-set occurs only when consumers learn that they do not get the best but not when they do in fact get the best. We validate our conception of the maximizing mind-set by demonstrating its embrace of underlying processes of comparisons and goals.

Suggested Citation

  • Jingjing Ma & Neal J. Roese, 2014. "The Maximizing Mind-Set," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(1), pages 71-92.
    • Handle: RePEc:oup:jconrs:doi:10.1086/674977
    DOI: 10.1086/674977
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    Citations

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    Cited by:

    1. Nathan N. Cheek & Jacob Goebel, 2020. "What does it mean to maximize? “Decision difficulty,†indecisiveness, and the jingle-jangle fallacies in the measurement of maximizing," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 15(1), pages 7-24, January.
    2. Heitz-Spahn, Sandrine & Belaud, Lydie & Ferrandi, Jean-Marc, 2024. "A regulatory focus theory approach to understanding cross-channel free-riding behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    3. repec:cup:judgdm:v:17:y:2022:i:3:p:574-597 is not listed on IDEAS
    4. Conor M. Henderson & Lena Steinhoff & Colleen M. Harmeling & Robert W. Palmatier, 2021. "Customer inertia marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(2), pages 350-373, March.
    5. repec:cup:judgdm:v:15:y:2020:i:1:p:7-24 is not listed on IDEAS
    6. Kaeun Kim & Elizabeth Miller, 2017. "Vulnerable maximizers: The role of decision difficulty," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 12(5), pages 516-526, September.
    7. repec:cup:judgdm:v:11:y:2016:i:2:p:126-146 is not listed on IDEAS
    8. Tian Qiu & Yang Bai & Jingyi Lu, 2020. "Taking risks for the best: Maximizing and risk-taking tendencies," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 15(4), pages 499-508, July.
    9. Nathan N. Cheek & Barry Schwartz, 2016. "On the meaning and measurement of maximization," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(2), pages 126-146, March.
    10. Li, Qiuyun & Li, Chunxiao (Spring) & McCabe, Scott & Xu, Hong, 2019. "Always best or good enough? The effect of ‘mind-set’ on preference consistency over time in tourist decision making," Annals of Tourism Research, Elsevier, vol. 75(C), pages 186-201.
    11. Khare, Adwait & Chowdhury, Tilottama G. & Morgan, Jeremy, 2021. "Maximizers and Satisficers: Can’t choose and Can’t reject," Journal of Business Research, Elsevier, vol. 135(C), pages 731-748.
    12. Minfan Zhu & Jun Wang & Xiaofei Xie, 2022. "Maximize when valuable: The domain specificity of maximizing decision-making style," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 17(3), pages 574-597, May.
    13. Shani, Yaniv & Danziger, Shai & Zeelenberg, Marcel, 2015. "Choosing between options associated with past and future regret," Organizational Behavior and Human Decision Processes, Elsevier, vol. 126(C), pages 107-114.
    14. Halbauer, Ingo & Jacob, Saskia & Klarmann, Martin, 2022. "Brand presentation order in voice shopping: Understanding the effects of sequential product presentation," Journal of Retailing, Elsevier, vol. 98(4), pages 759-778.
    15. Ma, Jingjing & Lin, Yu (Anna) & Ein-Gar, Danit, 2023. "Charitable maximizers: The impact of the maximizing mindset on donations to human recipients," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 417-434.
    16. Ana Alina Tudoran, 2022. "A machine learning approach to identifying decision-making styles for managing customer relationships," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(1), pages 351-374, March.
    17. repec:cup:judgdm:v:15:y:2020:i:4:p:499-508 is not listed on IDEAS
    18. Muthaffar, Aisha & Vilches-Montero, Sonia, 2023. "Empowering retailers: A bounded rationality perspective to enhancing omnichannel journey satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Liu, Pengcheng & Xie, Qing & You, Yi & Dong, Qingqing, 2024. "A Study of Choice Overload Measurement in Food Consumption," IAAE 2024 Conference, August 2-7, 2024, New Delhi, India 344272, International Association of Agricultural Economists (IAAE).
    20. He, Jiaxiu & Wang, Xin (Shane) & Curry, David J., 2017. "Mediation analysis: A new test when all or some variables are categorical," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 780-798.
    21. Yudong Zhang & Huilong Zhang & Chubing Zhang & Dongjin Li, 2020. "The Impact of Self-Quantification on Consumers’ Participation in Green Consumption Activities and Behavioral Decision-Making," Sustainability, MDPI, vol. 12(10), pages 1-21, May.
    22. repec:cup:judgdm:v:12:y:2017:i:5:p:516-526 is not listed on IDEAS
    23. Xia, Lan & Bechwati, Nada Nasr, 2021. "Maximizing what? The effect of maximizing mindset on the evaluation of product bundles," Journal of Business Research, Elsevier, vol. 128(C), pages 314-325.
    24. Misuraca, Raffaella & Fasolo, Barbara, 2018. "Maximizing versus satisficing in the digital age: disjoint scales and the case for “construct consensus”," LSE Research Online Documents on Economics 84324, London School of Economics and Political Science, LSE Library.

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