On Waiting


Ten Propositions On The Psychology Of Waiting

  1. Unoccupied time feels longer than occupied time.
  2. Pre- and post process waits feel longer than in-process waits.
  3. Anxiety makes waits seem longer.
  4. Uncertain waits are longer than certain, finite waits.
  5. Unexplained waits are longer than explained waits.
  6. Unfair waits are longer than equitable waits.
  7. The more valuable the service, the longer people will wait.
  8. Solo waits feel longer than group waits.
  9. Physically uncomfortable waits feel longer than comfortable waits.
  10. Unfamiliar waits feel longer than familiar ones.

Source: Services Marketing – People, Technology, Strategy by Lovelock,Wirtz & Chatterjee.

War is a game that is played with a smile. If you can’t smile, grin. If you can’t grin, keep out of the way till you can.

Winston Churchill

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