Exploring the upside of waiting: The positive effects of waiting as a cue to brand popularity

To date, the negative aspects of waiting for service have dominated the literature. In this research, we focus on the positive outcomes of waiting in the context of novel pre-process waits. In Study 1, we conceptualize a novel pre-process wait line as a form of non-interactive informational social influence (i.e., social proof), and find its mere presence can signal brand popularity. In turn, this positive effect on perceived brand popularity transfers to consumers global perceptions of the anticipated quality of a consumption experience. Further, we find that the presence of an independent brand popularity statement enhances the brand popularity signaling effect of a wait line. In Study 2, we shift our focus to wait duration, finding that the positive effects of waiting diminish as wait time in line increases. However, the presence of an independent brand popularity statement attenuates this diminishing effect.