What’S Queuing Worth? Sunk Effort and the Value of a Queue Position

Min Zhao, University of Toronto, Canada
Dilip Soman , University of Toronto, Canada
Adelle Yang, University of Chicago, USA
Drawing on research on mental accounting and the psychology of queuing, we propose that more time spent in the queue and a greater number of people behind lead people to value the wait more highly and to consume at higher levels because of the perceived sunk cost.
[ to cite ]:
Min Zhao, Dilip Soman , and Adelle Yang (2012) ,"What’S Queuing Worth? Sunk Effort and the Value of a Queue Position ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 168-172.