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Maximizing without difficulty: A modified maximizing scale and its correlates


  • Linda Lai


This article presents several studies that replicate and extend previous research on maximizing. A modified scale for measuring individual maximizing tendency is introduced. The scale has adequate psychometric properties and reflects maximizers' aspirations for high standards and their preference for extensive alternative search, but not the decision difficulty aspect included in several previous studies. Based on this scale, maximizing is positively correlated with optimism, need for cognition, desire for consistency, risk aversion, intrinsic motivation, self-efficacy and perceived workload, whereas the association with regret is inconsistent. Analysis of correlates of the difficulty dimension suggests that decision difficulty should be conceptualized as a separate dimension rather than as a sub-dimension of maximizing. Opportunities for future research are suggested.

Suggested Citation

  • Linda Lai, 2010. "Maximizing without difficulty: A modified maximizing scale and its correlates," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 5(3), pages 164-175, June.
  • Handle: RePEc:jdm:journl:v:5:y:2010:i:3:p:164-175

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    References listed on IDEAS

    1. Benjamin Edelman, 2009. "Markets: Red Light States: Who Buys Online Adult Entertainment?," Journal of Economic Perspectives, American Economic Association, vol. 23(1), pages 209-220, Winter.
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    Cited by:

    1. Polman, Evan, 2012. "Self–other decision making and loss aversion," Organizational Behavior and Human Decision Processes, Elsevier, vol. 119(2), pages 141-150.
    2. Linda Lai, 2011. "Maximizing and customer loyalty: Are maximizers less loyal?," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 6(4), pages 307-313, June.
    3. Nathan N. Cheek & Barry Schwartz, 2016. "On the meaning and measurement of maximization," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 11(2), pages 126-146, March.
    4. repec:mgt:youmgt:v:15:y:2017:i:3:p:215-230 is not listed on IDEAS


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