The Maximizing Penalty: Maximizers are Perceived as Less Warm and Receive Less Social Support

Economically, maximizing, the tendency to seek the best, is good because it entails possibilities to optimize decision outcomes. However, research has shown that maximizing is costly in that maximizers are more regretful and less satisfied with their decisions. Beyond these intrapersonal downsides, this research investigates another important but largely ignored downside—the interpersonal costs of being a maximizer—and documents a maximizing penalty in social cognition wherein maximizers (vs. satisficers) are viewed as less warm and consequently receive less social support. Four studies provide evidence for the maximizing penalty. This research contributes to the literature on maximizing by revealing the social cost of being a maximizer and the literature on choice perception by showing that decision makers are perceived by their aspiration.