Maximisation Scale

What it measures

Measures the individual tendency to maximise — to seek the best possible option by considering all alternatives — versus satisfice — to settle for a good enough option that meets a minimum threshold. Maximisers conduct more extensive pre-purchase information searches, consider more alternatives, spend more time deciding, experience more post-decision regret and counterfactual thinking, and are less satisfied with their choices than satisficers despite often achieving objectively better outcomes. The paradox of choice thesis holds that maximising behaviour — increasingly enabled by digital comparison platforms and endless product variety — reduces wellbeing by raising expectations and regret. Foundational to research on consumer choice overload, decision fatigue, online product search, and the relationship between variety and satisfaction.

Representative items

• When I watch TV, I channel surf, often scanning through the available options even while attempting to watch one program.
• I treat relationships like clothing: I expect to try a few on before finding the perfect fit.
• Whenever I'm faced with a choice, I try to imagine all other possibilities I may be forgoing.
• No matter how satisfied I am with my job, it's only right for me to be on the lookout for better opportunities.
• I never settle for second best.

Citation

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.