Read into the lines: the positive effects of queues

Abstract

Purpose Companies work hard to reduce queue lengths due to the common belief that queues in general are undesirable. Extant literature mainly has focused on the negative consequences of queues and overlooked the potential positive effects. The purpose of this paper is to address the benefits of queues by examining how consumers of different segments may read into the lines (queues) as well as why and when positive effects occur. Design/methodology/approach Applying and integrating psychology and marketing theories, the study develops a model with several propositions to identify and explain the mechanism and conditions under which queues have positive effects. Findings Contrary to conventional belief, queues may serve as positive signs. In certain segments, consumers can perceive a queue as a reflection of superior service/product quality, an opportunity to fulfill the need(s) for self-uniqueness or social inclusion or an avenue to avoid social exclusion. In addition, the benefits of long queues may come from consumers’ joining a line to seek desirable outcomes/gains based on their attribution of the queue, and consumers’ prefactual thinking that regards “not joining” the queue as potential losses. Furthermore, the magnitude of such effects depends on queue distinctiveness, choice heterogeneity, consumption hedonism and performance uncertainty. Originality/value This paper explains how, why and when a long queue can be read as positive cues and benefits both the firms and target/potential consumers. The authors demonstrate the psychological mechanisms of joining a queue based on attribution and prefactual thinking, and identify conditions under which positive queue effects are most likely to occur.

So curious that I want to buy it: The positive effect of queue wait on consumers' purchase intentions

“…However, waiting can be a double‐edged sword for marketers, with potentially positive effects on consumer outcomes (Giebelhausen et al, 2011; Krishen et al, 2020; Raz & Ert, 2008; Tu et al, 2018; Ülkü et al, 2020). This echoes with the marketing practices that some marketers deliberately lengthen queue lines outside their stores to attract and entice potential consumers (Zhu, 2017).…”

“…A queue wait may attract and entice people because it provides a social context with opportunities for them to satisfy social motivations. For one thing, by physically joining a queue and waiting for something as other consumers in the queue do, one is behaving in the same way as others and has a chance to interact and socialize with them, which can satisfy his/her need of social inclusion into this group or to avoid social exclusion from this group (Tu et al, 2018). For another, joining a queue wait may express one's social identity and satisfy the need for uniqueness under certain circumstances (Tu et al, 2018).…”

Harnessing the waiting experience: anticipation, expectations and WOM

“…In essence, queues can provide consumers with an opportunity to socialize with each other while also allowing marketers to connect with and advertise to them (Tu et al , 2018).…”

“…In fact, long queues can also signal higher product quality and satisfy consumer social and identity needs such as inclusion and uniqueness (Tu et al , 2018).…”

Crowding and vaccination: Tourist's two-sided perception on crowding and the moderating effect of vaccination status during COVID-19 pandemic

“…Compared to crowding perception, popular perception is more related to hedonism and enjoyment because it could bring the emotions of excitement and joy ( Eroglu & Harrell, 1986 ; Thomas & Saenger, 2020 ), which could in turn influence their behavior at the destination. For example, among tourists to Disneyland, the longer the queue for popular rides, the more tourists are willing to wait and share their experience online ( Tu et al, 2018 ). The positive emotions brought out by popular perception are also considered antecedents of loyalty ( Godovykh & Tasci, 2020 ).…”