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Let's not lose hope - Maximizers as Prospective Optimists

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dc.contributor.advisor Kanetkar, Vinay Merchant, Sabaha 2015-12-22T16:47:07Z 2015-12-22T16:47:07Z 2015-12 2015-12-09 2015-12-22
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 Marketing and Consumer Studies en_US Master of Science en_US Department of Marketing and Consumer Studies en_US
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