 “It was not that long!â€: The effects of the in-store TV screen content and consumers emotions on consumer waiting perceptionAdilson Borges, Herter, Márcia Maurer and Jean-Charles Chebat Journal of Retailing and Consumer Services, 2015, vol. 22, issue C, 96-106 Abstract: This paper explores the effects of retail environment distracters (TV screens) in reducing consumers׳ perceived waiting time and improving waiting satisfaction. Across two experiments, results show that retail environment distracters reduce perceived waiting time and increase consumers׳ waiting satisfaction, even when objective time is constant. More interestingly, findings indicate that retail environment distracters are more effective in increasing waiting perception when the content displayed is congruent with the retail context. In this case, findings suggest that emotions mediate the impact of congruent retail environment distracters on perceived waiting time and consumers׳ waiting satisfaction. Finally, this paper presents theoretical and managerial implications on how consumers react to retail environment distracters, emotions, perceived waiting time, and waiting satisfaction. Keywords: Retail environment distracters; Emotions; Perceived waiting time; Waiting satisfaction (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:22:y:2015:i:c:p:96-106 DOI: 10.1016/j.jretconser.2014.10.005 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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