Maximizing What? The Effect of Maximizing Mindset on the Evaluation of Product Bundles

In this research, we address the question of whether and how a maximizing mindset influences product-bundle evaluations. We identify and test two routes of processing when maximizers evaluate product bundles: One route focuses on perceived value of the whole bundle, and one route focuses on the scrutiny of individual products in the bundle. The former route enhances the bundle preference whereas the latter decreases it. The positive effect of a maximizing mindset on bundle preference is primarily driven by the perception of savings. However, when it is explicit that there is no monetary savings (Study 1), or the implicit perception of savings is controlled for (Study 2), or the discount is framed in a way that promotes separation of bundle elements (i.e., discount on focal product; Study 3), or the products in the bundle are low on complementarity (Study 4), the negative effect through product scrutiny becomes significant.