Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets
ISSN: 0309-0566
Article publication date: 6 December 2019
Issue publication date: 6 December 2019
Abstract
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 the role of construal level theory in alleviating regret felt by maximizers.
Design/methodology/approach
The authors examine the construal level theory (CLT) in conjunction with the choice context (comparable and non-comparable choices). Three experimental studies tested our assertion that a match between CLT mindset and choice set relieves regret for maximizers.
Findings
The authors show maximizers experience similar levels of regret compared to satisficers when considering comparable options in a concrete mindset, and non-comparable options in an abstract mindset. However, maximizers experience heightened regret in comparison to satisficers when considering non-comparable (comparable) options in a concrete (abstract) mindset. Choice difficulty mediates our effect.
Research limitations/implications
Future research is needed to replicate our results in real-life settings.
Practical implications
If marketers think that their product is likely to be compared with other comparable products, they should adopt product-specific information that focusses on how the product would be used. However, if marketers think that consumers will compare across non-comparable products, then they should focus on why their product is the most suitable to fulfil consumers’ needs.
Originality/value
This research represents the first attempt at reducing regret for maximizers and answers the call for an examination of the relationship between maximization and CLT. The research adds to the maximization literature by evidencing a CLT-based strategy that attenuates the negative experience of regret for maximizers.
Keywords
Acknowledgements
This research was part funded by a British Academy Small Grant for data collection. The authors are grateful for the help in data collection in Studies 2 and 3 by a team of research assistants. The authors further thank Professor Deirdre Shaw of Glasgow University for her contributions at the early stage of this project.
Citation
Hassan, L.M., Shiu, E. and McGowan, M. (2019), "Relieving the regret for maximizers: The role of construal level across comparable and non-comparable choice sets", European Journal of Marketing, Vol. 54 No. 2, pp. 282-304. https://doi.org/10.1108/EJM-03-2018-0200
Publisher
:Emerald Publishing Limited
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