If it has lots of bells and whistles, it must be the best: how maximizers and satisficers evaluate feature-rich versus feature-poor products

Daniel C. Brannon () and Brandon W. Soltwisch ()
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Daniel C. Brannon: University of Northern Colorado
Brandon W. Soltwisch: University of Northern Colorado

Marketing Letters, 2017, vol. 28, issue 4, No 12, 662 pages

Abstract: Abstract Past studies have largely focused on how maximizers versus satisficers choose among multiple products within a given consideration set. By contrast, our research focuses on how and why maximizers evaluate an individual product based on a salient characteristic—the number of features that it has. Across two studies, we find that maximizers evaluate products more favorably than satisficers when they have many features (i.e., they are “feature-rich”), but not when they have few features (i.e., they are “feature-poor”). Further, we outline the process underlying this effect: Maximizers are more likely than satisficers to perceive feature-rich (vs. feature-poor) products as a means of signaling status to others. We additionally identify a boundary condition supporting this proposed theoretical process. Specifically, we demonstrate that when maximizers no longer perceive feature-rich products as status signals, they do not evaluate them more favorably than satisficers.

Keywords: Maximizers; Satisficers; Signaling; Features; Status; Decision making (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (5)

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DOI: 10.1007/s11002-017-9440-7

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