Year: 2022
Type: article
Abstract: Waiting is a mundane yet inevitable customer experience. Surprisingly, little research has analyzed the effects of waiting on subsequent customer behavior. The current research explores a counterintuitive effect of waiting times on behavior during a shopping trip: Longer waits, compared with shorter waits, can lead to a larger number of purchases despite generating more negative emotional reactions. Results of a field study and three lab experiments demonstrate this effect in the context of waiting for hedonic products. Consistent with a social-inference account, the experiments further show that the effect of waiting duration occurs when wait times are thought to depend on others' preferences. This article explores the multifaceted effects of waiting duration on purchase behavior of hedonic products and sheds light on the social cognitions that underlie these effects.
Source: Frontiers in Psychology
Authors: Nira Munichor, Alan D. J. Cooke
Institutions: Bar-Ilan University, University of Florida
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $2,950
OpenAlex ID: W4306674285