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
License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Recommended Citation
Morgan, Jeremy, "Maximizers" (2017). Marketing Dissertations. 47.
https://mavmatrix.uta.edu/marketing_dissertations/47
Comments
Degree granted by The University of Texas at Arlington