Failing to commit: Maximizers avoid commitment in a way that contributes to reduced satisfaction

Past research suggests that individuals who approach decisions with the goal of maximizing, or selecting the best possible option, show less satisfaction with their choices than those with the goal of satisficing, or selecting the first good enough option. The present investigation examines whether this difference in choice satisfaction stems from a difference in willingness to commit to one's choices. We argue that maximizers are reticent to commit to their choices and that this reticence robs them of the dissonance reduction processes that leave people satisfied. In Study 1, maximizers reported a stronger preference than satisficers for retaining the possibility to revise choices, both when reporting preferences in their own life and when choosing between options in a hypothetical situation. In Study 2, satisficers showed evidence of classic dissonance reduction after making a choice - they offered higher ratings of a chosen poster and lower ratings of the rejected alternatives, relative to baseline. However, maximizers were less likely to change their impressions of the posters after their choice, leaving them less satisfied with their selected poster. These results provide valuable insight into post-decision processes that decrease maximizers' satisfaction with their decisions. (C) 2011 Elsevier Ltd. All rights reserved.