Multichannel shopping: The effect of decision making style on shopper journey configuration and satisfaction

Prior research demonstrates links between the maximizing tendency in decision making and online shopping behaviour, with maximizers spending considerable time on their yet being somewhat dissatisfied decisions. Our extends prior knowledge to multichannel context. Multichannel shopper journeys are an important form of shopping, whereby activities comprising a event occur more than one channel. quantitative study examines relationships two dimensions maximizing, maximization as strategy goal, journey configuration subsequent affect. Maximization directly positively relates numbers channel switches pauses use product retailer reviews. It is indirectly associated increased counterfactual thinking regret, decreased satisfaction. goal has no effect or findings have managerial relevance for retailers. We demonstrate that reviews particular importance those employing strategy, they mitigate against engage thinking. As leads regret satisfaction, retailers can improve satisfaction by actively directing customers Shoppers using could be helped configure fewer pauses, these provide opportunities doubt • The style known affects configuration. Maximizing multi-dimensional strategy. Only configuration; effect. journey. thinking, dissatisfaction.