When the purpose lies within: Maximizers and satisfaction with autotelic choices
区分自足型（选择本身就是目的）和工具型（选择是达成其他目标的手段）两种消费目标，发现最大化者在自足型目标下比满意者更满意，且感知选择容易度是内在机制。
Are maximizers less satisfied with their choices than satisficers? This research provides a novel perspective on this question by distinguishing between two types of consumer goals: autotelic, when choice is a goal in itself, and instrumental, when a choice is a means to achieving other goals. Study 1 showed that maximizers value autotelic experiences more than satisficers. Study 2 experimentally manipulated the choice goal and found that maximizers compared to satisficers experience higher choice satisfaction when the choice goal is autotelic rather than instrumental. Additionally, evidence is provided for the underlying mechanism (perceived ease of choice) as well as downstream consequences (consumers’ willingness to pay for their chosen option). These findings advance a conceptualization of maximizers as consumers seeking self-contained meaning in choice and provide new insights into the relation between maximizing and choice satisfaction. Theoretical and practical implications for consumer decision-making are discussed.