Unpacking maximizing in consumer choices: a systematic literature review and research agenda

Purpose This study aims to consolidate fragmented literature on maximizing decision-making styles in consumer behavior, developing a comprehensive framework that synthesizes key antecedents, mechanisms, moderators and outcomes to clarify maximizing’s effects on consumer decision-making. Design/methodology/approach Using the SPAR-4-SLR protocol, the authors review 99 empirical studies published from 2002 to 2023. This analysis emphasizes recurring themes like decision difficulty, choice overload and regret within maximizing contexts in consumer behavior. Findings This analysis reveals a network of cognitive, emotional and contextual factors driving maximizing behavior. Key findings include the influence of cognitive dispositions such as frugality and subjective knowledge, the role of emotional states like sadness and the significant effect of complex decision tasks on consumer decision paralysis. Maximizing tendencies often result in post-purchase regret and decreased loyalty, moderated by task complexity and individual differences. These insights led to a conceptual framework illustrating how these factors interact to shape maximizing’s unique impact on consumer satisfaction and engagement. Research limitations/implications This review focuses on the English language and largely Western literature. Practical implications Marketers can leverage maximizing insights to improve targeted strategies, enhancing satisfaction and loyalty. Social implications Understanding maximizing aids in consumer education and policy development, supporting informed decisions in complex purchasing environments. Originality/value This study presents a unifying framework that integrates previous insights and highlights gaps, such as the need for methodological diversity and cross-cultural perspectives. Practical strategies include decision aids and post-purchase support to reduce decision fatigue and build loyalty.