Abstract
Maximizing and satisficing consumers are distinguished by the quest for perfection (the former) versus the acceptance of good-enough options (the latter). The emerging literature in this field leans toward a view of maximizers as consumers who take into account as much information as possible in order to achieve the best purchase outcome. Our article explores the paradoxical phenomenon that maximizers minimize the value of information resulting from their past experiences; i.e., their previous purchase decisions. As a modern Sisyphus rolling his boulder back up the hill after every decision, a maximizer starts anew for each decision that is undertaken even if a similar process has been undertaken in the past; the very quest for perfection makes a maximizer minimize the value of past decisions. Furthermore, the generalizability of this finding is examined for different levels of purchase involvement. Results from two studies, including a probabilistic sample drawn from the general US population, show that past retail store performance becomes a weaker predictor of repurchase intention as maximization tendencies increase among consumers. In the same vein, regret has less negative impact on maximizers’ behavioral intention than on satisficers’. In addition, when involvement increases through price, satisficers start to behave like maximizers as past service experiences becomes less strongly related to their intention. The support found for the Sisyphus Effect is discussed in light of the current theorization of Schwartz and colleagues regarding maximizing consumers. Finally, suggestions for further research are developed.
Similar content being viewed by others
References
Byrne, D., Griffitt, W., & Stefaniak, D. (1967). Attraction and similarity of personality characteristics. Journal of Personality and Social Psychology, 5, 82–90.
Chaudhuri, A. (1999). Does brand loyalty mediate brand equity outcomes? Journal of Marketing Theory and Practice, 7(2), 136–146.
Chowdhury, T. G., Ratneshwar, S., & Mohanty, P. (2009). The time harried shopper: exploring the differences between maximizers and satisficers. Marketing Letters, 20(2), 155–167.
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). A measure of service quality for retail store: scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3–16.
Dar-Nimrod, I., Rawn, C. D., Lehman, D. R., & Schwartz, B. (2009). The maximization paradox: the costs of seeking alternatives. Personality and Individual Differences, 46(5–6), 631–635.
Diab, D. L., Gillespie, M. A., & Highhouse, S. (2008). Are maximizers really unhapppy? The measurement of maximizing tendency. Judgment and Decision Making, 3(5), 364–370.
Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of Marketing Science Review. [available at http://www.amsreview.org/articles/giesel01-2000.pdf].
Iyengar, S. S., Wells, R. E., & Schwartz, B. (2006). Doing better but feeling worse: looking for the “Best” job undermines satisfaction. Psychological Science, 17(2), 143–150.
Levin, D. Z., & Cross, R. (2004). The strength of weak ties you can trust: the mediating role of trust in effective knowledge transfer. Management Science, 50(11), 1477–1490.
Lewis, B. (1998). Consumer decision-making process. In C. L. Cooper & C. Argyris (Eds.), The concise blackwell encylopedia of management (pp. 109–110). Malden: Blackwell.
Mick, D. G., Broniarczyk, S. M., & Haidt, J. (2004). Choose, choose, choose, choose, choose, choose, choose: emerging and prospective research on the deleterious effects of living in consumer hyperchoice. Journal of Business Ethics, 52(2), 207–211.
Nenkov, G. Y., Morin, M., Ward, A., Schwartz, B., & Hulland, J. (2008). A short form of the maximization scale: factor structure, reliability and validity studies. Judgment and Decision Making, 3(5), 371–388.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50.
Ratchford, B. T. (1987). New insights about the FCB grid. Journal of Advertising Research, 27(4), 24–38.
Schwartz, B. (2004). The paradox of choice. New York: Harper Collins.
Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing versus satisficing: happiness is a matter of choice. Journal of Personality and Social Psychology, 83(5), 1178–1197.
Selnes, F. (1993). An examination of the effect of product performance on brand reputation, satisfaction and loyalty. European Journal of Marketing, 27(9), 19–35.
Simon, H. A. (1955). A behavioral model of rationale choice. Quarterly Journal of Economics, 69(1), 99–118.
Simon, H. A. (1956). Rational choice and the structure of the environment. Psychological Review, 63(2), 129–138.
Simon, H. A. (1957). Models of man, social and rational: mathematical essays on rational human behavior. New York: Wiley.
Sisyphean. (n.d.). The American Heritage® Dictionary of the English Language, Fourth Edition. Retrieved February 19, 2010, from Dictionary.com website: http://dictionary.reference.com/browse/sisyphean
Tsiros, M., & Mittal, V. (2000). Regret: a model of its antecedents and consequences on consumer decision making. Journal of Consumer Research, 26(4), 401–416.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
Acknowledgment
The authors are thankful to Giana M. Eckhardt, Fernando Jaramillo, Carol Kaufman-Scarborough, and Elizabeth Wilson for their comments on earlier versions of this manuscript.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Carrillat, F.A., Ladik, D.M. & Legoux, R. When the decision ball keeps rolling: An investigation of the Sisyphus effect among maximizing consumers. Mark Lett 22, 283–296 (2011). https://doi.org/10.1007/s11002-010-9125-y
Published:
Issue Date:
DOI: https://doi.org/10.1007/s11002-010-9125-y