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.

Response format

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

Scale items

Alternative Search — tendency to consider all alternatives before choosing (Likert 1–7)

• No matter how satisfied I am with my job, it's only right for me to be on the lookout for better opportunities.
• 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.
• I treat relationships like clothing: I expect to try a few on before finding the perfect fit.

Satisficing — tendency to settle for good enough (Likert 1–7, reverse-scored)

• I am a maximiser. (R)
• No matter what I do, I have the highest standards for myself. (R)
• I never settle for second best. (R)

Decision Difficulty — experience of difficulty making final choices (Likert 1–7)

• Renting videos is really difficult. I'm always struggling to pick the best one.
• I find that writing is very difficult, even if it's just writing a letter to a friend, because it's so hard to word things just right. I often do several drafts of even simple things.
• I always want a doctor who is ranked the best in his/her field, even if this makes finding a doctor difficult.

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

Usage notes & scoring

Three subscale scores and a total MTS score. Recommended over the Schwartz et al. (2002) MS (id:401) for consumer research due to superior psychometrics. Both scales are in PsychScales for reference — MTS is the preferred operational version.

Recommended companion scales

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.

Keywords