They continue, “SEVERAL FACTORS EXPLAIN why more choice is not always better than less, especially for maximizers. Indeed, those with extreme maximization ratings had depression scores that placed them in the borderline clinical range.” As might be expected, individuals with high maximization scores experienced less satisfaction with life and were less happy, less optimistic and more depressed than people with low maximization scores. “Does it follow that maximizers are less happy in general than satisficers? tested this by having people fill out a variety of questionnaires known to be reliable indicators of well-being. They also tend to brood or ruminate more than satisficers do. They are more prone to experiencing regret after a purchase, and if their acquisition disappoints them, their sense of well-being takes longer to recover. When they compare themselves with others, they get little pleasure from finding out that they did better and substantial dissatisfaction from finding out that they did worse. “ found as well that the greatest maximizers are the least happy with the fruits of their efforts. ![]() When reality requires maximizers to compromise-to end a search and decide on something-apprehension about what might have been takes over. In the end, they are more likely to make better objective choices than satisficers but get less satisfaction from them. Worse, after making a selection, they are nagged by the alternatives they have not had time to investigate. They report that, “maximizers strive toward that goal, and so making a decision becomes increasingly daunting as the number of choices rises. They also spend more time comparing their purchasing decisions with those of others.” But maximizers exert enormous effort reading labels, checking out consumer magazines and trying new products. When satisficers find an item that meets their standards, they stop looking. People who score highest on the test-the greatest maximizers- engage in more product comparisons than the lowest scorers, both before and after they make purchasing decisions, and they take longer to decide what to buy. They “did not define a sharp cutoff to separate maximizers from satisficers, but in general, think of individuals whose average scores are higher than 4 (the scale’s midpoint) as maximizers and those whose scores are lower than the midpoint as satisficers. Researchers began by making a distinction between “maximizers” (those who always aim to make the best possible choice) and “satisficers” (those who aim for “good enough,” whether or not better selections might be out there).
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