Main content

Let's not lose hope - Maximizers as Prospective Optimists

Show simple item record

dc.contributor.advisor Kanetkar, Vinay
dc.contributor.author Merchant, Sabaha
dc.date.accessioned 2015-12-22T16:47:07Z
dc.date.available 2015-12-22T16:47:07Z
dc.date.copyright 2015-12
dc.date.created 2015-12-09
dc.date.issued 2015-12-22
dc.identifier.uri http://hdl.handle.net/10214/9406
dc.description.abstract This thesis examines whether maximizing, a uni-dimensional construct, defined as the identification of the optimal, is significantly related to anticipatory assessments of happiness and satisfaction in the context of experiential and material consumption. Specifically, this study investigates whether the type of purchase and presence of optimality claims from a credible source significantly impacts the maximizer’s prospective evaluations of happiness and satisfaction. Results suggest that maximizers anticipate greater affective evaluations for experiential, material, as well as optimally framed purchases as compared to satisficers. As such, maximizers are more likely prospective optimists. Contrary to existing research, this finding entails significant theoretical implications for research as it challenges the current conceptualisation of maximizing as a recipe for unhappiness. Limitations and pathways to future research are discussed. en_US
dc.language.iso en en_US
dc.subject maximizer en_US
dc.subject marketing en_US
dc.subject consumer en_US
dc.subject satisficer en_US
dc.subject experiential en_US
dc.subject material en_US
dc.subject anticipated happiness en_US
dc.subject anticipated satisfaction en_US
dc.title Let's not lose hope - Maximizers as Prospective Optimists en_US
dc.type Thesis en_US
dc.degree.programme Marketing and Consumer Studies en_US
dc.degree.name Master of Science en_US
dc.degree.department Department of Marketing and Consumer Studies en_US
dc.rights.license All items in the Atrium are protected by copyright with all rights reserved unless otherwise indicated.


Files in this item

Files Size Format View Description
Merchant_Sabaha_201512_msc.pdf 949.3Kb PDF View/Open Defense Document

This item appears in the following Collection(s)

Show simple item record