General Advice

Maximisers: 'make it perfect'

If you’re a maximiser, you’re likely to weigh choices carefully to assess which is the best one. This can, of course, lead to a great outcome – when maximisers make decisions, they're likely very informed. On paper, their decisions may look li...

Understanding the different ways people make decisions has helped put things in perspective. People tend to lean toward one of two categories: 'maximisers', who want to ensure they get the most out of the choices they make; and 'satisficers', who tend to adopt a ‘this is good enough’ approach.

Which is best?

"As a general rule, maximisers do better, but feel worse," says Barry Schwartz, professor emeritus of psychology at Swarthmore College in Pennsylvania, who's researched and written extensively about maximisers and satisficers.

"[Maximisers] get better ...

Satisficers: 'it's good enough'

At the other end of the spectrum, you have ‘satisficers’: people who would rather make decisions quickly. Instead of the ‘best’ choice, they're fine with what's acceptable. The term combines the words 'satisfy' and 'suffice' and was first co...

"The process of deliberating and choosing one option after seriously considering others is not only very time-consuming, but also associated with post-decision regret and counterfactual thinking," says Sally Maitlis, professor of organisational behaviour and leadership at Oxford University's Saïd...

Unlike maximisers, satisficers don't need a lot of options or information. They also rely less on outside sources, meaning they’re less likely to scour online reviews, or get as much information as possible when making decisions. They make decisions faster, weigh fewer choices and go with their g...

For example, say you're picking out a new television. If you're a maximiser, you might take a very long time assessing five different models, trying to decide which one will maximise your benefit. Do you get the one with the biggest screen, or save by choosing the cheapest? Going back and forth i...

Then there are the more fun decisions. What kind of furniture do I get – Mid-century modern? Is it worth buying an expensive mixer to perfect that pandemic-era sourdough , or

The drawback here is that satisficers may reach a decision quickly, but it may not necessarily be the ‘best’ outcome that gives them the maximum return. A 2006 study, for example, showed that recent university graduates with high

"At restaurants, for example, I almost never look at the full menu," says Ellen Peters, director of the University of Oregon's Center for Science Communication Research, whose work focuses on decision-making. "I look around and see what other people have ordered. I listen to what people at my tab...

"In theory, the perfect mix would be to satisfice most of the time, and only maximise the decision process when the stakes are high," says Preston. In other words, look at all the options and study decisions that will greatly impact your life. "But then after making a careful choice, you have to ...