The Role of Maximizer and Satisficer on Inaction Inertia

• Main Authors: Yu-Tung Lin, 林禹彤
• Other Authors: Min-Yih Yeh
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/sm587h

碩士 === 國立臺灣科技大學 === 企業管理系 === 105 === Inaction inertia refers to when people initially missed an attractive opportunity then encounter a less attractive ones, the likelihood of the subsequent action will decrease. In current research, we inferred the levels of inaction inertia of maximizers versus satisficers based on the state-action orientation literature. When people encounter a less attractive opportunity after having missed a more attractive opportunity, maximizers are less likely to take an action than satisficers, hence the former have stronger inaction inertia than the latter (Experiment 1). We also found that when the product type is utilitarian, there is no difference between maximizers and satisficers in terms of their levels of inaction inertia. However, when the product type is hedonic, maximizers still have a stronger inaction inertia than satisficers (Experiment 2). Thus, utilitarian product is a boundary condition. Current research extends the research on inaction inertia to personality traits. This paper ends with the managerial implications and the suggestions for future research.