When the purpose lies within: Maximizers and satisfaction with autotelic choices

Michail Kokkoris

Publication: Scientific journalJournal articlepeer-review

Abstract

Are maximizers less satisfied with their choices than satisficers? This research
provides a novel perspective on this question by distinguishing between two
types of consumer goals: autotelic, when choice is a goal in itself, and instrumental,
when a choice is a means to achieving other goals. Study 1 showed that maximizers
value autotelic experiences more than satisficers. Study 2 experimentally manipulated
the choice goal and found that maximizers compared to satisficers experience higher
choice satisfaction when the choice goal is autotelic rather than instrumental. Additionally,
evidence is provided for the underlying mechanism (perceived ease of choice)
as well as downstream consequences (consumers' willingness to pay for their chosen
option). These findings advance a conceptualization of maximizers as consumers
seeking self-contained meaning in choice and provide new insights into the relation
between maximizing and choice satisfaction. Theoretical and practical implications for
consumer decision-making are discussed.
Original languageEnglish
Pages (from-to)73 - 85
JournalMarketing Letters
Volume29
Issue number1
DOIs
Publication statusPublished - 2018

Cite this