...Mengmeng Liu; Maureen Morrin Purpose The purpose of this study is to examine whether consumers with a maximizing (versus satisficing) decision-making style are more likely to infer lower quality from price discounts, which negatively impacts product evaluations. Design/methodology/approach...

...Louise May Hassan; Edward Shiu; Miriam McGowan Purpose Prior research consistently found maximizers to experience greater regret over their choice than satisficers. Moreover, research also found maximizers to be trapped in a “maximization-regret-maximization” cycle. This paper aims to assess...