Figure 3.
The antecedents of maximising comprise two categories: Internal Factors and External Factors. A right-pointing arrow leads from the antecedents to Maximizing Decision-Making. Another right-pointing arrow leads to Mechanism of Maximizing Decision-Making. Moderators of Maximizing Decision-Making are positioned below these stages. An upward arrow from the moderators connects to the pathway between Maximizing Decision-Making and its mechanism. A final right-pointing arrow leads from the mechanism to Consequences of Maximizing in Consumer Behavior. The consequences are listed as 1, Behavioral and 2, Cognitive and Affective.A Conceptual framework of maximizing in consumer behavior