Don’t rush the wait - new research reveals the power of anticipation

In an era of instant gratification and next-day delivery, new research by Professor Adrian Palmer shows how slowing down and building anticipation can leave customers wanting more.

What happens before a consumer uses a product can be just as important as the experience itself, a new study led by Professor Adrian Palmer, co-authored by Dr Tunyaporn Vichiengior and Dr Claire‑Lise Ackermann (Rennes Business School) demonstrates.

The period of time a customer is left waiting for a pleasant experience - be it a chocolate tasting or a dance class - can significantly increase how positively people evaluate that experience, both before and after it happens. Read the full study here.

Anticipation shapes consumer attitudes

Five studies were conducted in France and Thailand involving products (chocolate and jam) and services (a salsa class). The more intensely people anticipated the upcoming experience, the more their attitudes improved.

Talking about the research, Professor Adrian Palmer said:

“Marketers often worry that giving customers more time to think before they consume a product may raise expectations unrealistically. Our findings challenge this assumption. When anticipation is allowed to build customers tend to feel more positive both before and after the experience.”

Read the full article here.