This research investigates when consumers (dis)like a waiting period and its cause. We show that the net effect of a brand-led waiting period is positive. This effect is driven by the heightened excitement of high-construal individuals whereas low-construal people experience discomfort during the waiting period.
TALEBI, A., PROKOPEC, S. et ÖNCÜLER, A. (2023). The Unresolved Uncertainty Effect: Do Brands Gain or Lose Stars When Consumers Have to Wait For Resolution of Brand-led Uncertainty? Dans: European Association of Consumer Research (EACR) Conference 2023. Amsterdam.