Jeremy Morgan

Graduation Semester and Year

2017

Language

English

Document Type

Dissertation

Degree Name

Doctor of Philosophy in Marketing

Department

Marketing

First Advisor

Adwait Khare

Abstract

In decision making situations, maximizers are known to prefer choosing between larger sets of product options compared to satisficers. However, even with more options, maximizers often make worse decisions. This counterintuitive phenomenon is known by researchers as the “Maximization Paradox.” This article explores how and when maximizers show more status quo bias. Additionally, I find that maximizers and satisficers respond to upward and downward counterfactual thinking different and maximizers are more likely to use processing fluency as evaluative information compared to satisficers.

Keywords

Maximization, Information load, Product depth, Counterfactual thinking, Processing fluency, Assimilation, Contrast

Disciplines

Business | Marketing

Comments

Degree granted by The University of Texas at Arlington

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Marketing Commons

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