Are Maximizers More Influenced by Desirability-Focused (versus Feasibility-Focused) Electronic Word-of-Mouth Messages? A Construal Level Theory Perspective

This paper aims to examine whether maximizing tendency moderates the effectiveness of high- or low-construal level electronic word-of-mouth (eWOM) messages within the framework of construal level theory(CLT). The possibility of this moderating effect was confirmed in two studies. In study 1, the results showed that there is a positive association between the scores on the maximizing tendency scale and the scores on the Behavioral Identification Form (BIF), suggesting that maximizers are more likely to adopt a higher construal level mindset. In study 2, the results showed that maximizing tendency moderates the effectiveness of high- or low-construal level eWOM messages, which is consistent with the predictions within the CLT framework. In addition, the moderated mediation analysis showed that the effects of eWOM messages on purchase intention were mediated by perceived diagnosticity, and the mediation effect was moderated by maximizing tendency. Our study provides new insight for understanding the individual differences between maximizers and satisficers.