How a maximizing orientation affects trade-offs between desirability and feasibility: The role of outcome- versus process-focused decision making

This research examines how maximizers make decisions when they must trade-off between desirability and feasibility attributes. Across four studies, we demonstrate that maximizers tend to prefer choices offering more desirability to those offering more feasibility and respond more favorably to a product's advertising when it highlights desirability more than feasibility attributes. Furthermore, we show that maximizers' focus on outcomes rather than processes drives their preference for desirability, such that changing from an outcome to a process focus can redirect their interest from desirability to feasibility. By contrast, satisficers do not prefer products higher in desirability to those higher in feasibility and are not more receptive to ads highlighting desirability attributes. Furthermore, because satisficers may focus on both the outcome and the process, priming either one is redundant and does not alter their preference for desirability or feasibility.     

Effects of gender marking in pronominal coindexation.

The naming latency of a pronoun was measured when a single previously presented name in a discourse either agreed or did not agree with the pronoun in gender and person. An effect of agreement was found both under conditions in which subjects were likely to have engaged in strategic processing of the pronoun (Experiment 1) and under conditions in which this was unlikely (Experiment 3). The effect of gender agreement was also investigated when two noun phrases were present in the discourse. The results continued to show an immediate effect of gender agreement (naming latencies increased when a pronoun did not agree with one of two previously presented nouns) under experimental conditions likely to engender strategic processing (Experiment 2). This last effect was not significant under experimental conditions that were not likely to engender strategic processing (Experiment 3). The results are discussed in terms of models of the process of identifying the referent of a pronoun in a discourse.