Abstract
The results from four studies provide reliable evidence of how beliefs in an objective best influence the decision process and subjective feelings. A belief in an objective best serves as the fundamental mechanism connecting the concept of maximizing and the maximization paradox (i.e., expending great effort but feeling bad when making decisions, Study 1), and randomly chosen decision makers operate similar to maximizers once they are manipulated to believe that the best is objective (Studies 2A, 2B, and 3). In addition, the effect of a belief in an objective best on the maximization paradox is moderated by the presence of a dominant option (Study 3). The findings of this research contribute to the maximization literature by demonstrating that believing in an objective best leads to the maximization paradox. The maximization paradox is indeed the result of believing in an objective best.
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