Recently, a study published in the Journal of Experimental Social Psychology (Q1) uncovered a unique phenomenon of post-decision asymmetric memory among individuals identified as "maximizers". The paper, titled "Maximizer's asymmetric memory: Amplified negativity for selected options, attenuated for foregone options," utilizes three systematic experiments to explore the memory biases and underlying cognitive mechanisms regarding chosen versus rejected options.
Key Findings: The "Mosquito Blood" vs. "Cinnabar Mole" Effect
The research indicates that maximizers significantly amplify their memory of negative attributes in the options they eventually select—likened to "mosquito blood". Conversely, they attenuate (weaken) their recollection of negative attributes in the options they discarded—preserving them as "cinnabar moles".
·This memory pattern is exclusive to negative information.
·Memory for positive attributes does not show a similar asymmetry between selected and foregone options.
The Cognitive Mechanism: Information Search Bias
Through a parallel mediation model, the researchers verified that this asymmetric memory is driven by the information search pattern during the encoding phase of decision-making, rather than a post-decisional attempt to alleviate cognitive dissonance.
·For Selected Options: Maximizers spend significantly more time scanning for negative information during the search process, leading directly to enhanced negative memories.
·For Foregone Options: Maximizers adopt a "memory neglect" strategy regarding negative traits, which weakens their overall recall.
Implications for the "Maximization Paradox"
These findings provide a fresh perspective on why maximizers often experience lower decision satisfaction. While their drive for the "best possible result" promotes analytical thinking, their bias toward negative information during the encoding stage creates a skewed memory after the fact. This ultimately exacerbates feelings of regret and fuels counterfactual thinking.
Publication Information
·Authors: The first author is doctoral student He Huang, with Professor Virgil Zeigler-Hill (Oakland University) as the second author.
·Corresponding Author: Professor Hong Li from the Department of Psychological and Cognitive Science.
·Full Citation: Huang, H., Zeigler-Hill, V., & Li, H. (2026). Maximizer's asymmetric memory: Amplified negativity for selected options, attenuated for foregone options. Journal of Experimental Social Psychology, 124, 104888.
·DOI: https://doi.org/10.1016/j.jesp.2026.104888
Faculty Profile:
Hong Li
Title: Professor and Doctoral Supervisor
Research Direction: Emotion and Decision-Making, Health Psychology
