Besharat, Ali; Ladik, Daniel; Carrillat, François - In: Marketing Letters 25 (2014) 1, pp. 77-91
A number of studies have demonstrated that a maximizer’s tendency to settle for only the best choice option leads them to discard the past and feel dissatisfied in the present. The current study, however, investigates whether maximizers’ quests for perfection blinds them toward the future. A...