Maximizers Prefer Variety Seeking: the Mediating Role of Regret

Choice preferences are different in various contexts and backgrounds. Previous researches have demonstrated consumers’ preference on varied options. Meanwhile, studies from decision making styles denoted that people with a maximizing tendency are inclined to search for optimal choices. To answer the question whether varied options would be perceived as “best ones”, five studies investigate the relationship between maximizing tendency and variety seeking.

Study 1 confirmed the phenomenon that maximizing tendency significantly predicted the preference for variety-seeking choice in the consumer decision making situations (purchasing chocolate, honey, candy, fruit juice, milk or soap). Study 2 reproduced the shopping preference that the higher the subject’s maximizing tendency was, the more often he/she showed variety-seeking behavior while proving the mediating role of decision regrets. Based on the result of previous studies, study 3 replicated the main effect between maximizing style and variety seeking, the mediation effect, and further ruled out the explanation of decision avoidance. In study 4, between-group design with affect manipulation clarified that, instead of common emotions, regret was critical to cause seeking for variety. Finally, the manipulation of decision making styles infer the causal relationship between maximizing mindset and variety seeking.

Consistent experimental results provide a new perspective for maximizers and contribute to the literature of variety. Maximizer’s preference for variety is driven by the “want the best” motivation, while variety-seeking decision can minimize the possibility of missing the best. Practical implications from the conclusion might advice diversification of products for maximizing consumers.