Do maximizers maximize across decision domains? An assumption underlying the literature on maximizing is that the tendency to strive to make the best choice spans domains. The current research provides a direct test of this assumption by examining the association between trait maximizing and domain-specific maximizing, consisting of maximizing measures in a wide range of decisions (consumer goods, services and experiences, and life decisions). Study 1 tested this association at two different time points in order to minimize common method bias. (...) Study 2 was a high-powered pre-registered cross-sectional replication. Results of both studies showed that trait maximizing was associated with higher maximizing tendencies across all three decision domains. However, in line with prior research suggesting that people generally maximize less in experiential than in material domains, trait maximizing was associated with maximizing in services and experiences significantly less than with maximizing in consumer goods or in life decisions. These results provide empirical support for a central tenet of maximizing theory and suggest useful directions for future research. (shrink)

The current research investigates maximizers’ responses to restrictions of choice freedom during lockdown in the context of the COVID-19 pandemic. Having as a starting point the assumption that for maximizers choice is constitutive of identity, this research proposes that maximizing is associated with search for existential meaning in life. In turn, maximizers’ propensity to search for meaning is associated with a higher susceptibility to experience reactance when their freedom of choice is restricted, which is further associated with higher engagement in (...) online shopping during lockdown presumably as a means to combat reactance and restore choice freedom. Using the lockdown in spring 2020 as a naturalistic context to study consumer responses to restrictions of choice freedom, results of an online study in Austria support these predictions. These findings advance a view of maximizers as ‘lay existentialists’, who view choice as a meaning-making device that is tightly linked to their sense of identity. As a result, when their choice freedom is threatened, maximizers may respond with higher reactance and engage in restorative actions. (shrink)