To Wait Or Not? Why Creating Curiosity May Increase Patience

Claudiu Dimofte, San Diego State University, USA
Kyra Wiggin, University of Washington, USA
Richard Yalch, University of Washington, USA
Waiting is difficult and curious individuals are generally thought to be inherently impatient. Two experiments suggest that curiosity causes individuals to focus on reward benefits more than delay costs. Individuals whose curiosity was unsatisfied evidenced greater patience than non-curious or curiosity-satisfied individuals when reward was delayed.
[ to cite ]:
Claudiu Dimofte, Kyra Wiggin, and Richard Yalch (2014) ,"To Wait Or Not? Why Creating Curiosity May Increase Patience", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 782-782.