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The Maximizing Mind-Set

Jingjing Ma and Neal J. Roese
Journal of Consumer Research
Vol. 41, No. 1 (June 2014), pp. 71-92
Published by: Oxford University Press
DOI: 10.1086/674977
Stable URL:
Page Count: 22
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The Maximizing Mind-Set
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Getting the best has been advocated as an ideal in almost every domain of life. We propose that maximizing constitutes a mind-set that may be situationally activated and has cross-domain consequences. Specifically, we show that the maximizing mind-set amplifies regret and dissatisfaction, increases the likelihood of returning and switching products, and affects sensory experiences such as taste. The effect of the maximizing mind-set occurs only when consumers learn that they do not get the best but not when they do in fact get the best. We validate our conception of the maximizing mind-set by demonstrating its embrace of underlying processes of comparisons and goals.

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