A consumer choosing a product must often wait before consuming it. In this article, we consider the consequences of waiting on consumption enjoyment. We propose that the effect of a delay on consumption enjoyment depends on both the negative utility of the wait itself and on the positive utility of anticipating a pleasant consumption experience. These factors exert different degrees of influence, depending on characteristics of the decision task. The results of three studies suggest that a delay increases consumption enjoyment for pleasurable products when actual consumption occurs, but decreases enjoyment for imagined consumption. Further-more, the vividness of the awaited product moderates these effects.
ASJC Scopus subject areas
- Business and International Management
- Arts and Humanities (miscellaneous)
- Economics and Econometrics