maximizers aspire to achieve that goal. Thus, they spend a great deal of time and effort on the search, reading labels, checking out consumer magazines, and trying new products. Worse, after making a selection, they are nagged by the options they haven’t had time to investigate. In the end, they are likely to get less satisfaction out of the exquisite choices they make than will satisficers. When reality requires maximizers to compromise—to end a search and decide on something—apprehension about what might have been takes over.
