When time has a will of its own, powerless consumers don't have the will to wait
When consumers assign human characteristics to time, it makes it more difficult to wait for things (especially for people who don't feel powerful), according to a new study in the Journal of Consumer Research.
"Consumers often choose between a readily available product and a version of the product that is superior, but requires a wait time. (Should I buy an iPad now or wait for the newer version?) If wait time is perceived to have human mental states such as a will and intentions, consumers may show less patience," write authors Frank May and Ashwani Monga (both University ...