Getting the best has been advocated as an ideal in almost every domain
of life. We propose that maximizing constitutes a mind-set that may be
situationally activated and has cross-domain consequences. Specifically,
we show that the maximizing mind-set amplifies regret and
dissatisfaction, increases the likelihood of returning and switching
products, and affects sensory experiences such as taste. The effect of
the maximizing mind-set occurs only when consumers learn that they do
not get the best but not when they do in fact get the best. We validate
our conception of the maximizing mind-set by demonstrating its embrace
of underlying processes of comparisons and goals. [ABSTRACT FROM AUTHOR]