The Maximizing Mindset

Getting the best is great. It has been advocated as ideal in almost every domain of life. In business, companies strive to become the most competitive in the market. In education, students are encouraged to get as many “A”s as possible. Even in entertainment, the most popular TV shows, such as “American Idol,” “Dancing with the Stars,”, and “X Factor” center on the crowning of the best performer. Although maximizing outcomes might be considered a goal, here we suggest that it may also be a mindset, that is, a way of thinking that carries over across different judgment domains. If there is such a maximizing mindset, how does it influence satisfaction with various outcomes in life? Moreover, most people do not always achieve the best outcome, and another key question is the consequences of a maximizing mindset after failure as well as success. For example, does looking for the most suitable city in which to live have a carry-over influence on consumers’ regret level when they miss product promotions? Does trying to get “A”s in school have a cross-domain impact on satisfaction with computers or smart phones? Does seeking an ideal mate make consumers more likely to switch brands?