Satisficing
Most people stop at the first option that is good enough rather than hunting for the best.
Where it applies
Four of the eight page areas.
How to use it
Three ways to put it to work.
- Get a clearly acceptable option onto the first screen of results.
- Use best match and bestseller badges on that first screen.
- Offer sort, compare and view-all for shoppers who want to be thorough.
What the research found
A foundational model of how people choose, not a measured effect.
The ‘maximiser vs satisficer’ personality findings are correlational and depend on which scale is used.
Simon's model is foundational. The 'maximiser vs satisficer' personality findings built on it are correlational and depend on which scale is used.
Key research
Four sources, each checked.
Last reviewed
Simon (1956) Rational choice and the structure of the environment Psychological Review Read the source Schwartz, Ward, Monterosso, Lyubomirsky, White & Lehman (2002) Maximizing versus satisficing: Happiness is a matter of choice J. Personality & Social Psychology Read the source Cheek & Schwartz (2016) On the meaning and measurement of maximization Judgment & Decision Making Read the source Caplin, Dean & Martin (2011) Search and Satisficing American Economic Review Read the source