Prior work has established that maximizing tendencies influence purchase choice behaviors (e.g., maximizers take longer to browse product assortments and are more likely to choose ‘compromise’ products). By contrast, the present research investigates differences in saving intentions associated with maximizing tendencies. Three studies demonstrate that maximizing increases saving intentions in a variety of scenarios constituting both short- and long-term time horizons. Underlying this effect, maximizing is associated with a greater desire to accumulate money to afford the future purchase of status-enhancing products and services. Supporting this theoretical process, the effect of maximization is attenuated in a scenario where the purpose of saving is for future security, as well as in a scenario where the purpose of saving is for a budget retirement lifestyle. These findings are the first to implicate social comparison motives in driving consumer saving decisions. They also have implications for policymakers and practitioners looking for ways to motivate individuals to save more.

先前的工作已经确定，最大化倾向会影响购买选择行为（例如，最大化者需要更长的时间来浏览产品分类，并且更有可能选择“妥协”产品）。相比之下，本研究调查了与最大化趋势相关的储蓄意图的差异。三项研究表明，在构成短期和长期时间范围的各种情景中，最大化提高储蓄意愿。在这种效应的基础上，最大化与积累金钱以负担未来购买提升地位的产品和服务的更大愿望有关。支持这个理论过程，在储蓄目的是为了未来安全的场景中，最大化的效果会减弱，以及在储蓄目的是为了预算退休生活方式的情况下。这些发现首次暗示了社会比较动机在推动消费者储蓄决策方面的作用。它们也对寻求激励个人储蓄更多的政策制定者和从业者产生影响。