Why is waiting so painful? A new study looked at the psychological dynamics of impatience and the behaviors it causes in individuals.
A PhD in behavioral science and assistant professor of marketing at Texas McCombs, Annabelle Roberts explores in two articles the internal negotiations that occur when people feel impatient. The first article examines how this affects decision-making, and the second explores individuals' emotions during the wait and how the experience evolves as the end of the wait approaches.
Good in his body, good in his head!
3 major phenomena
During her research, the specialist was able to observe three major phenomena:
- The desire for closure : Analyzes highlight the fact that the strong desire to complete something leads individuals to consider options that allow them to complete their tasks sooner, even if it means working or paying more. For example, the study shows that participants are willing to pay $1 more to conclude a transaction faster and not think about it anymore.
- The impatience intensifies towards the end: The study reveals that the closer the end of the wait approaches, the greater the frustration among participants. An observation that can be used in certain marketing and customer service strategies.
- Help for marketing: This data can be used by marketers to design less frustrating waiting experiences. This also gives managers the keys to motivating their teams by taking into account the psychological foundations of impatience and the desire to quickly turn the page.
“We find that impatience is not limited to this myopic desire for reward. It is also about crossing goals off their list, not letting the goal loom over them”underlines expert Annabelle Roberts.
