maximizers

Maximizers are individuals who strive to make the best possible decision by exhaustively searching and comparing available options. They tend to seek the optimal outcome rather than a good-enough choice and are more likely to engage in extensive information gathering, evaluation of alternatives, and consideration of opportunity costs. In contrast, satisficers pursue a satisfactory option that meets predefined criteria and may stop once a suitable choice is found.

In psychology and consumer behavior, the maximization tendency is often measured with a Maximization Scale. Research has examined maximizers across domains such as shopping, career decisions, and personal relationships. Findings indicate that maximizers often experience longer decision times and greater difficulty making choices, and they report lower levels of post-decision satisfaction and higher levels of regret and rumination. They may also exhibit higher sensitivity to potential loss and are more prone to decision paralysis when faced with large sets of options. However, in some settings with objective performance tasks, maximizers can outperform satisficers by achieving higher-quality outcomes.

The concept is widely discussed in decision science and behavior research. It is related to phenomena such as choice overload and decision fatigue, as well as to strategies that reduce the number of options or define clear criteria to improve satisfaction. Critics note that the maximizer label can reflect a stable trait or a contextual strategy, and that extensive search does not always yield better decisions. See also: maximization, satisficing, decision-making, consumer psychology.