Maximize Surveillance of Maximizers

When you’ve a shopper who is intent on buying the very best, stay aware that this shopper becomes more likely to cheat and lie to get it. Researchers at Vanderbilt University, Concordia University, and Peking University attribute this phenomenon to the relationship between maximizing and a sense of scarcity.
     Consumer psychologists distinguish between maximizers, who want to choose the best possible alternative, and satisficers, who are pleased to settle for what’s good enough. Wise retailers also make this distinction, since it determines how to make the sale. Moreover, wise retailers realize the distinction isn’t always straightforward. Maximizers are usually willing to pay more money than satisficers and to spend more time deciding. But some maximizers are bargain hunters, searching for a deal on the very best. Other maximizers are happy to pay top dollar if they can depend on a trusted salesperson to quickly point them toward perfection.
     When people have a maximizing mindset, they experience a sense of scarcity. For one thing, they believe there is only one best option, while there are probably a number of fully suitable alternatives. In addition, because maximizers spend so much time expanding the choice set and evaluating each alternative, a feeling of time scarcity arises, and research finds that this feeling spreads through the mind to become a general concern about scarcity.
     But why does a general concern about scarcity potentiate immoral behavior? The explanation is evolution. We are evolutionarily structured to become more willing to cut corners in order to protect ourselves and those close to us at times when essentials are in short supply.
     It’s not that maximizers are comfortable with their lying and cheating. They justify it, but they realize others would consider it wrong. In fact, maximizers are more likely than satisficers to regret almost everything about the transaction, including doubts about the quality of the items purchased.
     This then becomes the key to decreasing the immoral actions. Recognize that maximizing is often as much a situational mindset as a chronic personality characteristic. People can change. Help ease the maximizing so your shoppers will come away feeling better about themselves and their purchases. Rather than say, “Let’s find the very best one for you,” say, “Let’s find a few excellent alternatives which you can select from.”
     Still, however, it’s probably best that you stay on full alert for shady shenanigans whenever you’re dealing with an inveterate maximizer.

For your success: Retailer’s Edge: Boost Profits Using Shopper Psychology

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