Hate the Wait? Why Customers Who Wait Longer Buy More

Alan D. Cooke, University of Florida, USA
Nira Munichor, The Hebrew University of Jerusalem, Israel
We explore a counterintuitive effect of waiting time on subsequent purchase behavior: longer waits can lead to an increased number of purchases. We find that the effect of waiting time on purchase amount is greatest when wait time is thought to depend on others’ preferences, consistent with a signaling account.
[ to cite ]:
Alan D. Cooke and Nira Munichor (2011) ,"Hate the Wait? Why Customers Who Wait Longer Buy More", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.