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Maximizing and customer loyalty: Are maximizers less loyal?

Lai, Linda
Journal article, Peer reviewed
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Lai 2011 JDM Maximizing and loyalty.pdf (115.1Kb)
URI
http://hdl.handle.net/11250/93388
Date
2011
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  • Scientific articles [1667]
Abstract
Despite their efforts to choose the best of all available solutions, maximizers seem to be more inclined than satisficers

to regret their choices and to experience post-decisional dissonance. Maximizers may therefore be expected to

change their decisions more frequently and hence exhibit lower customer loyalty to providers of products and services

compared to satisficers. Findings from the study reported here (N = 1978) support this prediction. Maximizers reported

significantly higher intentions to switch to another service provider (television provider) than satisficers. Maximizers’

intentions to switch appear to be intensified and mediated by higher proneness to regret, increased desire to discuss

relevant choices with others, higher levels of perceived knowledge of alternatives, and higher ego involvement in the end

product, compared to satisficers. Opportunities for future research are suggested.
Description
This is the publisher's version of the article. The publishing journal is an Open Access journal. http://journal.sjdm.org/
Publisher
Society for Judgment and Decision Making, and the European Association for Decision Making
Journal
Judgment and Decision Making

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