Looking Back: Exploring the Psychology of Queuing and the Effect of the Number of People Behind

  title={Looking Back: Exploring the Psychology of Queuing and the Effect of the Number of People Behind},
  author={Rongrong Zhou and Dilip Soman},
  journal={Journal of Consumer Research},
Queues are a ubiquitous phenomenon. This research investigates consumers' affective experiences in a queue and their decisions to leave the queue after having spent some time in it (reneging). In particular, we find in our first two studies that, as the number of people behind increases, the consumer is in a relatively more positive affective state and the likelihood of reneging is lower. While a number of explanations may account for this effect, we focus on the role of social comparisons. In… Expand

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