A satisficer would always follow set patterns and a criteria, and he finalizes his decision when this criteria is met.Īuthor says that the goal of maximizing is a source of great dissatisfaction, which can make people miserable-especially in a world that insists on providing an irresistible number of choices. Satisficers do settle down for something that is just good enough and not worry about the possibility of the next best thing. As a seller you need to design a strategy not to confuse your customers but to help them. With a huge number of choices, many customers choose not to choose. Grocery to buy to which route to take for office.

Imagine the number of choices we need to make everyday, from what

It gets even worse as the number of options increases. But how can we truly know that any given option is the best possible option? Maximizers create a detailed and exhaustive strategy to make the best choice. Maximizers will ensure that every decision is the best for their current needs. People, who would accept only the best are called maximizers and people, who would settle for something that is good enough for them are called satisficers. And the first choice you must make is between the goal of choosing the absolute best and the goal of choosing something that is good enough.Īs per Barry there are two kinds of buyers/ decision makers : Maximizers and Satisficers. We make the most of our freedoms by learning to make good choices about the things that matter, while at the same time unburdening ourselves from too much concern about the things that don’t.Ĭhoosing wisely begins with developing a clear understanding of your goals. Barry says, “Getting stubbornly attached to all the choices available to us contributes to bad decisions, to anxiety, stress, and dissatisfaction- even to clinical depression”. There is a cost to having an overload of choice. Though some choices are good but it doesn’t necessarily mean that more choice is better. This is a great guide that clearly tells us that how is the abundance of choices are decreasing our satisfaction level.

The Paradox of Choice by Barry Schwartz