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.

Response format

Likert (1–7, strongly disagree to strongly agree)

Scale items

• When I watch TV, I channel surf, often scanning through the available options even while attempting to watch one program.
• When I am in the car listening to the radio, I often check other stations to see if something better is playing, even if I am relatively satisfied with what I'm listening to.
• When I shop, I have a hard time finding clothing that I really love.
• I treat relationships like clothing: I expect to try a few on before finding the perfect fit.
• No matter how satisfied I am with my job, it's only right for me to be on the lookout for better opportunities.
• I'm a big fan of lists that attempt to rank things (best movies, best singers, best athletes, best novels, etc.).
• I often find it difficult to shop for a gift for a friend.
• Renting videos is really difficult. I'm always struggling to pick the best one.
• When shopping, I find it difficult to stop looking for a better option and just buy something.
• I never settle for second best.
• Whenever I'm faced with a choice, I try to imagine all other possibilities I may be forgoing.
• I often fantasise about living in ways that are quite different from my actual life.
• No matter what I do, I have the highest standards for myself.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

Score = mean. Higher = greater maximising tendency. The 13-item MS has relatively modest internal consistency (alpha 0.69–0.75) due to its heterogeneous item content — Nenkov, Morrin, Ward, Schwartz & Hulland (2008) Journal of Consumer Research developed a superior 3-dimension, 9-item Maximisation Tendency Scale (MTS) addressing these psychometric limitations. The MTS is recommended for consumer research contexts.

Recommended companion scales

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.

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