A couple of months ago, I hit a slump—and I mean, I really hit it. Creatively, physically, socially, emotionally, financially, and mentally. Pretty much any other word you can append a –ly to. Ecumenically. As far as winters of discontent go, this one was admittedly pretty middling, but harsh enough to warrant a bit of sunshine. So, out went one of my favorite summer self-improvement reads, The Happiness Project by Gretchen Rubin.
Now, one of the things I love about The Happiness Project is that despite having the word Happiness right-smack in the middle of its title, it’s not an overly sentimental, leap-of-faith, and hokey-ish kind of read. In fact, Rubin spends quite a lot of time citing different studies from psychologists, anthropologists, neurologists, philosophers, and other health and happiness experts. She looks at happiness as something attainable, something you can work towards through a series of actionable items. And I like that. During moments when it feels like there’s no light at the end of the tunnel, I need to know that I can still bring my own lamp—light my own way.
So, while I’m in the process of sifting through muck, I wanted to share my thoughts about some of the ideas I’m currently reading about. For today, we’re taking a look at how a person’s decision-making process affects his or her happiness.
Maximizers and Satisficers: A Definition of Terms
One of my favorite ideas from The Happiness Project is something that Rubin picked up from the American psychologist, Barry Schwartz. In Schwartz’s book, The Paradox of Choice: Why More is Less, he discusses how being faced with so many options can cause us anxiety, stress, and even analysis paralysis. He talks about two distinct types of shoppers—the maximizer and the satisficer.
Now, in the world of economics, it is assumed that buyers are geared towards availing of the best services and products available. Maximizers fit this assumption perfectly. The maximizer is the type of shopper who wants to make the best and the most informed decisions at all times. Even when faced with a product or service that ticks all the boxes, the maximizer won’t be able to make up his or her mind until all options have been examined or exhausted.
For the maximizer, there is always this nagging feeling that something better might be out there. In a way, you can say that maximizers are the consummate perfectionists of the buying world. The maximizer will not settle for anything less than the best. Now, according to an article from Psychology Today, the upside to not settling is that “overall, maximizers achieve better outcomes than satisficers.”
In a 2012 study from Swarthmore College, it was discovered that recent graduates with maximizing tendencies ended up accepting jobs with starting salaries that were up to 20% higher than their satisficing counterparts. However, despite earning more than their peers, the perfectionist aspect of the maximizers still had these graduates second-guessing their decisions. They were still asking themselves, “What if there’s a better option out there?” They were more prone to comparing themselves to others as a way of gauging whether or not they’ve ended up with the best possible outcome.
See, the main downside to being a maximizer is that you’re less certain about the choices you make. This makes a maximizing shopper more prone to disappointment and buyer’s remorse, which in turn lessens his or her happiness levels.
And happiness is where satisficers earn a leg up over their maximizing peers. See, unlike the maximizer and his/her sky-high expectations, satisficers tend to live by a more modest criteria. Don’t get me wrong, the satisficing customer isn’t about to settle for anything less than what he/she originally wanted, but once a product or a service meets the shopper’s requirements, he/she will have no qualms making a decision. And unlike the maximizer, the satisficer stops looking for other options, thereby inoculating him/her against buyer’s remorse.
This is the point that Barry Schwartz makes in The Paradox of Choice. Satisficers tend to be happier than maximizers because they’re perfectly content with “good enough.” They don’t agonize as much over their decisions; and if you think about it, that’s really not a bad way to go through life.
So, are you a Satisficer, a Maximizer, or are you a mix of both?
Now, the beauty of learning about these tendencies is that it lets us take a step back to evaluate what’s important to us and what works for us. Both shopping personalities offer great advantages. Some people are perfectly happy being maximizers, while others swear by their satisficing tendencies. Others still, are a mix of both. They’re maximizers when it comes to certain areas in their lives and satisficers in other areas.
So, which type are you? If you’re unsure about which category you fall under, here’s a Maximizer vs Satisficer Quiz from Psychologist World. Me, I’m 65% a satisficer and 35% a maximizer. How about you?