Maximization Scale

What it measures

The original Schwartz et al. (2002) 13-item Maximization Scale measures three dimensions of maximising behaviour — the tendency to seek out alternatives even when satisfied, difficulty committing to decisions, and maintaining exceptionally high standards. Maximisation scores are associated with more regret, lower happiness, greater depression, and heightened sensitivity to social comparison information. Nenkov et al. (2008) demonstrate that a 6-item short form (2 items per dimension) outperforms the 13-item version in fit and reliability and is recommended for future use. An accompanying 5-item Regret Scale is also provided in the original paper.

Response format

7-point Likert (1=completely disagree to 7=completely agree); subscale scores averaged; 6-item short form recommended (Nenkov et al. 2008)

Scale items

Alternative Search — tendency to seek better options even when satisfied (Likert 1–7, completely disagree to completely agree)

• 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'm relatively satisfied with what I'm listening to.* (6-item version)
• I treat relationships like clothing: I expect to try a lot on before I get 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.* (6-item version)
• I often fantasize about living in ways that are quite different from my actual life.
• I'm a big fan of lists that attempt to rank things (the best movies, the best singers, the best athletes, the best novels, etc.)

Decision Difficulty — difficulty committing to a choice

• I often find it difficult to shop for a gift for a friend.* (6-item version)
• When shopping, I have a hard time finding clothing that I really love.
• Renting videos is really difficult. I'm always struggling to pick the best one.* (6-item version)
• 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.

High Standards — setting exceptionally high outcome standards

• No matter what I do, I have the highest standards for myself.* (6-item version)
• I never settle for second best.* (6-item version)
• Whenever I'm faced with a choice, I try to imagine what all the other possibilities are, even ones that aren't present at the moment.

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

Usage notes & scoring

*Items marked with asterisk are included in the recommended 6-item short form (Nenkov et al. 2008). Alpha for the 6-item version ranges from 0.36–0.60, with Alternative Search showing the most variability (0.22–0.58). The 3-factor structure is not always confirmed with the full scale; Nenkov et al. (2008) found the 6-item version provided consistently better model fit. A 5-item Regret Scale accompanies the original Maximization Scale and can be used as a companion construct. High maximisers are more likely to experience post-decisional regret and engage in more extensive pre-purchase information search.

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.

Keywords