Maximizing and satisficing in a choice model based on time allocation Articles uri icon

authors

  • GUTIERREZ SANCHIS, RAUL
  • Rey, José Manuel
  • ALVAREZ, FRANCISCO

publication date

  • March 2014

start page

  • 1

end page

  • 6

issue

  • 1

volume

  • 4

International Standard Serial Number (ISSN)

  • 2174-6036

abstract

  • It has been suggested in the literature of social psychology thatconsumers that search exhaustively for the best option of a product in the market-called maximizers- eventually feel worse than those that just look for somethinggood enough -in turn, satis cers-. We address this striking phenomenon using aformal framework for consumer rational choice relaying on time allocation whichaccounts both for maximizers and satis cers. By means of a numerical analysis ofthe model for a case study with real market prices, we show that satis cers that donot check all available options typically are better off than maximizers exploringall market alternatives, despite maximizers get a better deal in the market.

keywords

  • consumer behavior; choice overload; maximizer; satisficer; welfare