To Wait Or Not? Why Creating Curiosity May Increase Patience

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.


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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 782-782.


Claudiu Dimofte, San Diego State University, USA
Kyra Wiggin, University of Washington, USA
Richard Yalch, University of Washington, USA


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


I7. Male Spokespeople: Antecedents and Consequences of Social Comparison

Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University

Read More


F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA

Read More


Thou Shalt Not Look! When Processing the Odds Visually Biases Gambling Behavior

Rod Duclos, Western University, Canada
Mansur Khamitov, Nanyang Technological University, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.