Maximizer vs. Satisficer

In the Paradox of Choice, maximizer and satisficer are the two major groups of decision making, especially when it comes to shopping.

A maximizer needs to know that they are making the best possible decision. This includes going to multiple stores, checking reviews, and shopping online before a final purchase is made. On the other end are satisficers. This group of shoppers have a set standard for a product which can include quality, price, and functions. Unlike maximizers once they find a product that meets their needs, they purchase it immediately. They do not need reassurance that it is the BEST product on the market, but it is simply the one that meets their set standards.


Some of us, including myself, tend to view satisficers as people who "settle" for a product or are too lazy to find a better option. But it is the satisficers who have less regret or buyers remorse when shopping. For example, when a maximizer finds a better product than the one they purchased, they feel a sense of failure. Satisficers tend to not experience remorse when they see a better product, because their goal is only to meet their requirements at the time, not get the best product.

Although the goal to buy a product are they same, the methods to get there are very different.