Choice Behavior of Maximizers and Satisficers When Alternatives Are Priced Using Non-Monetary Points

The authors report on a study examining whether individuals varying in maximizing versus satisfying tendencies differ in susceptibility to a medium. A medium such as airline mileage points has no monetary value and should not affect consumer choice. However, past research demonstrates that some consumers are unable to make optimal decisions among alternative varying in effort and outcome when a medium is involved. Results show maximizer-satisficer differences for those in the highest and lowest quartiles in choosing higher effort-higher points but similar outcome options. Results from a follow-up study with alternative scales are also presented.