HIGHLIGHTS
- who: COPYRIGHT and colleagues from the Phenikaa University, Vietnam Ritsumeikan Asia Pacific University, Japan have published the Article: Hate the wait? How social inferences can cause customers who wait longer to buy more, in the Journal: (JOURNAL)
- what: The authors show that although customers experience longer waits as more negative than shorter waits (in keeping with previous research), wait durations can have a positive impact on subsequent purchases and consumption. The authors propose that this effect arises when a long wait is interpreted as a sign that the good or service is worth waiting for . . .
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