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.     

Local Opposition to the Construction of a Nuclear Power Station: Differential Salience of Impacts1

This study examined attitudes among 290 residents of three villages in South-West England toward proposals to build a nuclear power station nearby. Respondents were split into four groups according to whether they were neutral or in favor of a new power station either locally or elsewhere in the UK (Group PN), against one locally but neutral or pro elsewhere (LO), or moderately (MO) or extremely (XO) against a new power station both locally and elsewhere. The perceived impact of a nuclear power station on local life was assessed by 30 items. The PN group expected most benefit or least damage on all 30 items. On a majority of items the mean ratings of the LO group resembled those of the XO's more than did those of the MO's. A stepwise discriminant analysis yielded two interpretable functions. The first reflected a trend over the groups in the order PN-LO-MO-XO and was marked particularly by concern with impact on personal peace of mind. The second fuction discriminated the LO's from the other groups, suggesting that they were relatively less concerned with specifically nuclear risks, but more concerned with environmental conservation.     

Disarmament Decisions as Social Dilemmas1

The individual deciding on a nuclear weapons production policy is faced with a dilemma in which a choice must be made to support one of several conflicting defense policies. In order to investigate the social-psychological variables that are related to armament policy decision making, a telephone survey was conducted in the City of St. Louis, Missouri. Adult subjects (N= 110) responded to questions concerned with cognitive, attitudinal, and emotional responses to nuclear arms. Participants were also asked to choose a weapons production policy for the United States under conditions of continued and decreased Soviet nuclear arms production. Results indicated that respondents decisions about nuclear weapons production were related to their support for deterrence, the availability of their nuclear-related images, their emotional response to nuclear war, their attributions of responsibility for the prevention of nuclear war, and their political party affiliation. Distinctions between antinuclear decision-makers and pronuclear decision-makers are discussed.     

PROMPTING ONE LOW-FAT,HIGH-FIBER SELECTION IN A FAST-FOOD RESTAURANT

Evidence increasingly links a high-fat, low-fiber diet to coronary heart disease and certain site cancers, indicating a need for large-scale dietary change. Studies showing the effectiveness of particular procedures in specific settings are important at this point. The present study, using an A-B-A-B design and sales data from computerized cash registers, replicated and extended previous work by showing that inexpensive prompts (i.e., signs and fliers) in a national fast-food restaurant could increase the sales of salads, a low-fat, high-fiber menu selection. Suggestions also are made pertinent to more widespread use of the procedures.