Maximisation Tendency Scale

What it measures

A psychometrically superior 3-factor short form of the Schwartz et al. (2002) Maximisation Scale, developed and validated specifically for consumer research. Alternative Search captures the tendency to consider all alternatives before choosing. Satisficing (reversed) captures the tendency not to settle for good-enough options. Decision Difficulty captures the experience of difficulty making final choices due to continued searching. The MTS addresses the psychometric limitations of the original 13-item scale and better represents the multidimensional structure of maximising consumer behaviour. Maximisers experience more post-decision regret, engage in more pre-purchase information search, and are less satisfied despite often achieving objectively better outcomes.

Representative items

• When shopping, I find it difficult to stop looking for a better option and just buy something. (Decision Difficulty)
• I never settle for second best when shopping. (Alternative Search)
• I always want to make sure I'm getting the best deal. (Alternative Search)
• I find it frustrating that I cannot evaluate all options before making a purchase. (Decision Difficulty)
• I tend to be satisfied with whatever option I choose. (R, Satisficing)

Citation

Nenkov, G.Y., Morrin, M., Ward, A., Schwartz, B., & Hulland, J. (2008). A short form of the maximization scale: Factor structure, reliability and validity. Journal of Consumer Research, 35(3), 481–490.