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It is well documented that maximizers are less happy with their product-choices than are satisficers, but would this mean that maximizers use their products less? The authors conducted two studies and ...

Toronto - Marketing scientists devote much of their work to understanding people’s decision-making and how to influence it. There’s been less effort devoted to what happens after people make their ...

I watched two co-founders — we’ll call them Walt and Jesse — decide which job applicants to interview. Walt brought extensive notes for each of the eight candidates: highlights of their experience, ...

When it comes to making decisions, there are two types of consumers: The so-called "maximizers," who do not rest until they make the best decision and find the best product or service to meet their ...