Maximizing and customer loyalty: Are maximizers less loyal?
Journal article, Peer reviewed
Date
2011Metadata
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- Scientific articles [2223]
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/