Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption

We find that long lines increase consumption and identify mental accounting of sunk costs as the underlying mechanism, while simultaneously dismissing alternative explanations. This mechanism leads to an unexpected implication, improving consumers’ waiting experience increases satisfaction, but decreases consumption, because the wait is perceived as less of a temporal investment.



Citation:

Chris Hydock, Sezer Ulku, and Shiliang Cui (2018) ,"Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 604-605.

Authors

Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

N4. Induction of Construal-Level Mindset via Surprise and the Follow-up Effect on Consumer Evaluations and Judgments

Atul A Kulkarni, University of Missouri, USA
Joëlle Vanhamme, EDHEC Business School, France

Read More

Featured

Guilt Undermines Consumer Willingness to Buy More Meaningful Time

Ashley V. Whillans, Harvard Business School, USA
Elizabeth W. Dunn, University of British Columbia, Canada

Read More

Featured

Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

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.