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ISSN : 1229-8778
The purpose of this study was to investigate whether maximization and self-construal influences consumer’s product preference in self and other decision making. The experimental design of this study was 2(maximization: maximizers/satisficers)×2(self-construal: independent/interdependent)×{2(target: self/other)} 3-way mixed design. Target was a within-subjects variable. The results revealed that the effect of three-way interaction was significant and supported two hypotheses. First, it was demonstrated that maximizers maximize for both themselves and others regardless of self-construal subtypes. Interdependent satisficers on the other hand, maximize only for others and not for themselves much more significantly than independent satisficers. Additionally, the effect of two-way interaction revealed that there were significant differences between maximization and self-other, and between self-construal and self-other. More specifically, the results indicated that maximizers and satisficers made different choice in making decisions for themselves. There were also differences between independent and interdependent subjects when making decisions for themselves. Interdependent subjects also showed significant difference in self and other decision making.
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