Deciding Now and Later: the Benefit of Delay in Staged Decision-Making

Evan Weingarten, Wharton School of Business, USA
Barbara Kahn, Wharton School of Business, USA
In offline retailing, the waiting time between viewing an assortment and “trying-on” a selected consideration set is trivial. However, in online retailing there is a delay between viewing an assortment and the home try-on. Whereas consumers believe this delay is negative, lab studies demonstrate the delay can improve purchase likelihood.
[ to cite ]:
Evan Weingarten and Barbara Kahn (2014) ,"Deciding Now and Later: the Benefit of Delay in Staged Decision-Making", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 76-80.