The maximizing mind-set

Jingjing Ma, Neal J. Roese

Research output: Contribution to journalArticlepeer-review

49 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)71-92
Number of pages22
JournalJournal of Consumer Research
Issue number1
StatePublished - Jun 2014

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing


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