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,...

The effect of inequity on satisfaction—people who are underbenefited are less satisfied than those who are overbenefited—is robust across many domains. However, various factors may moderate this effect, and a key perspective centers on value sensitivity. The present research demonstrates...

When consumers anticipate feeling embarrassed by a purchase, they often purchase additional products to mitigate the threat. The current research demonstrates that nonembarrassing additional purchases do not necessarily attenuate anticipated embarrassment but may, paradoxically, exacerbate it...