open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
This study adopted the method of three-way ANOVA to investigate how the difficulty of consumers' decisions varies according to maximizing tendency(maximizer/satisficer), the size of assortment(small/large), and thinking style(holistic/analytic). To summarize the result of this study, first, there was a significant main effect of maximizing tendency, the size of assortment, thinking style on decision difficulty, regardless of product category. Second, the three-way interaction was significant in both hedonic and utilitarian products’ cases. In the case of maximizer – analytic thinking, it was more difficult when the size of assortment was large than when the size of assortment was small. However, there was no difference in the maximizer-holistic thinking group's decision difficulty depending on the size of assortment. As for the satisficer, on the other hand, decision making was difficult when the size of assortment was large. This was regardless of people’s thinking style. Third, Two-way interaction both in the case of hedonic and utilitarian products was significant as well. As for hedonic products, two-way interaction between maximizing tendency and thinking style was significant. With regard to utilitarian products, not only the two-way interaction between maximizing tendency and thinking style, but also the one between the size of assortment and maximizing tendency was significant.
김해미, 양윤 (2016). 부정적 맥락에서의 PPL이 분석적-종합적 사고에 따라 상호 회상 및 태도에 미치는 영향. 한국심리학회지: 소비자·광고, 17(2), 375-394.
Benoit, I. D., & Miller, E. G. (2017). The mitigating role of holistic thinking on choice overload. Journal of Consumer Marketing, 34(3), 181-190,
Berger, J., Draganska, M., & Simonson, I. (2007). The influence of product variety on brand perception and choice. Marketing Science, 26(4), 460-472.
Boyd, E. D., & Bahn, K. D. (2009). When do large product assortments benefit consumers? An information-processing perspective. Journal of Retailing, 85(3), 288-229.
Broniarczyk, S. M., & Griffin, J. G. (2014). Decision difficulty in the age of consumer empowerment. Journal of Consumer Psychology, 24(4), 608-625.
Cheek, N. N., & Norem, J. K. (2017). Holistic thinkers anchor less: Exploring the roles of self-construal and thinking styles in anchoring susceptibility. Personality and Individual Differences, 115, 174-176.
Cheek, N. N., & Schwartz, B. (2016). On the meaning and measurement of maximization. Judgment and Decision making, 11(2), 126.
Chernev, A. (2003). When more is less and less is more: The role of ideal point availability and assortment in consumer choice. Journal of consumer Research, 30(2), 170-183.
Chernev, A. (2006). Decision focus and consumer choice among assortments. Journal of Consumer Research, 33(June), 50-59.
Chernev, A., Böckenholt, U., & Goodman, J. (2010). Choice overload: Is there anything to it? Journal of Consumer Research, 37(October), 426-428.
Chien-Huang, L., & Wu, P. H. (2006). The effect of variety on consumer preferences: The role of need for cognition and recommended alternatives. Social Behavior and Personality, 34(7), 865.
Choi, I., Koo, M., & Choi, J. A. (2007). Individual differences in analytic versus holistic thinking. Personality and Social Psychology Bulletin, 33(5), 691-705.
Chowdhury, T. G., Ratneshwar, S., & Mohanty, P. (2009). The time-harried shopper: Exploring the differences between maximizers and satisficers. Marketing Letters, 20(2), 155-167.
Dalal, D. K., Diab, D. L., Zhu, X. S., & Hwang, T. (2015). Understanding the construct of maximizing tendency: A theoretical and empirical evaluation. Journal of Behavioral Decision Making, 28, 437-450.
Dar-Nimrod, I., Rawn, C. D., Lehman, D. R., & Schwartz, B. (2009). The maximization paradox: The costs of seeking alternatives. Personality and Individual Differences, 46, 631-635.
Diab, D. L., Gillespie, M. A., & Highhouse, S. (2008). Are maximizers really unhappy? The measurement of maximizing tendency. Judgment and Decision Making, 3, 364-370.
Eaton, B. C., & Lipsey, R. G. (1979). Comparison shopping and the clustering of homogeneous firms. Journal of Regional Science, 19(4), 421-435.
Hughes, J., & Scholer, A. A. (2017). When wanting the best goes right or wrong: Distinguishing between adaptive and maladaptive maximization. Personality and Social Psychology Bulletin, 43(4), 570-583.
Iyengar, S. S., & Lepper, M. (2000). When choice is demotivating: Can one desire too much of a good thing? Journal of Personality and Social Psychology, 79, 349-366.
Iyengar, S. S., Wells, R. E., & Schwartz, B. (2006). Doing better but feeling worse: Looking for the “best” job undermines satisfaction. Psychological Science, 17(2), 143-150.
Ji, L. J., Zhang, Z., & Nisbett, R. E. (2004). Is it culture or is it language? Examination of language effects in cross-cultural research on categorization. Journal of personality and social psychology, 87(1), 57.
Kim, K., & Miller, E. G. (2017). Vulnerable maximizers: The role of decision difficulty. Judgment & Decision Making, 12(5). 516-526.
Lai, L. (2010). Maximizing without difficulty: A modified maximization scale and its correlates. Judgment and Decision Making, 5, 164-175.
Leach, J. K., & Patall, E. A. (2013). Maximizing and counterfactual thinking in academic major decision making. Journal of Career Assessment, 21, 414-429.
Lin, H. C. (2015). Moderating roles on individuals’ decisions when making choices for others. Food Quality and Preference, 39, 221-227.
Luan, M., & Li, H. (2017). Good enough- compromise between desirability and feasibility: An alternative perspective on satisficing. Journal of Experimental Social Psychology, 70, 110-116.
Misuraca, R., Faraci, P., Gangemi, A., Carmeci, F. A., & Miceli, S. (2015). The decision making tendency inventory: A new measure to assess maximizing, satisficing, and minimizing. Personality and Individual Differences, 85, 111- 116.
Monga, A. B., & John, D. R. (2008). When does negative brand publicity hurt? The moderating influence of analytic versus holistic thinking. Journal of Consumer Psychology, 18(4), 320-332.
Nenkov, G. Y., Morrin, M., Ward, A., Schwartz, B., & Hulland, J. (2008). A short form of the maximization scale: Factor structure, reliability and validity studies. Judgment and Decision Making, 3, 371-388.
Nisbett, R. E., Peng, K., Choi, I., & Norenzayan, A. (2001). Culture and systems of thought: Holistic versus analytic cognition. Psychological Review, 108(2), 291.
Paivandy, S., Bullock, E. E., Reardon, R. C., & Kelly, F. D. (2008). The effects of decision-making style and cognitive thought patterns on negative career thoughts. Journal of Career Assessment, 16, 474-488.
Phillips, W. J., Fletcher, J. M., Marks, A. D., & Hine, D. W. (2016). Thinking styles and decision making: A meta-analysis. Psychological Bulletin, 142(3), 260.
Polman, E. (2012). Effects of self–other decision making on regulatory focus and choice overload. Journal of Personality and Social Psychology, 102(5), 980-993.
Purvis, A., Howell, R. T., & Iyer, R. (2011). Exploring the role of personality in the relationship between maximization and well-being. Personality and Individual Differences, 50, 370-375.
Saini, R., & Thota, S. C. (2010). The psychological underpinnings of relative thinking in price comparisons. Journal of Consumer Psychology, 20(2), 185-192.
Schwartz, B. (2004). The paradox of choice: Why more is less. New York: Harper Collins.
Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S., White, K., & Lehman, D. R. (2002). Maximizing versus satisficing: Happiness is a matter of choice. Journal of Personality and Social Psychology, 83(5), 1178-1197.
Shiner, R. L. (2015). Maximizers, satisficers, and their satisfaction with and preferences for reversible versus irreversible decisions. Social Psychological and Personality Science, 6, 896-903.
Simon, H. A. (1955). A behavioral model of rational choice. Quarterly Journal of Economics, 59, 99-118.
Simon, H. A. (1956). Rational choice and the structure of the environment. Psychological Review, 63, 129-138.
Simon, H. A. (1957). Models of man, social and rational: Mathematical essays on rational human behavior. New York: John Wiley & Sons.
Spassova, G., & Isen, A. M. (2013). Positive affect moderates the impact of assortment size on choice satisfaction. Journal of retailing, 89(4), 397-408.
Stanovich, K. E., & West, R. F. (2000). Individual differences in reasoning: Implications for the rationality debate?. Behavioral and Brain Sciences, 23(5), 645-665.
Turner, B. R., Rim, H. B., Betz, N. E., & Nygren, T. E. (2012). The maximization inventory. Judgment and Decision Making, 7, 48-60.
Weinhardt, J. M., Morse, B. J., Chimeli, J., & Fisher, J. (2012). An item response theory and factor analytic examination of two prominent maximizing tendency scales. Judgment and Decision Making, 7(5), 644-658.
Zhu, R., & Meyers-Levy, J. (2009). The influence of self-view on context effects: How display fixtures can affect product evaluations. Journal of Marketing Research, 46(1), 37-45.