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

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.


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.


Min Zhao, University of Toronto, Canada
Dilip Soman , University of Toronto, Canada
Adelle Yang, University of Chicago, USA


NA - Advances in Consumer Research Volume 40 | 2012

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