Exploring the Relationship between Maximizing and Choice Satisfaction

This paper examines the role that cognitive dissonance plays in choice satisfaction for maximizers and satisficers. An argument is developed for maximizers experciencing less dissonance reduction than satisficers due to a reluctance to commit to their choices, which is one of the necessary conditions for dissonance reduction to occur. While strong evidence could be found for maximizers being less committed to their choices, this paper could not find sufficient evidence to support the hypothesis that maximizers experience less dissonance reduction than satisficers, nor could a relationship be found between dissonance reduction and choice satisfaction. The findings should be interpreted carefully, however, as the current methodology applies a downwards pressure on obtaining significance.