Synchronized Scheduling: Choosing to Experience Different Events in Different Places at the Same Time as Others

Franklin Shaddy, Yanping Tu and Ayelet Fishbach

Journal of the Association for Consumer Research, 2023, vol. 8, issue 2, 130 - 141

Abstract: This research documents a preference for synchronized scheduling—when people choose to experience different events in different places at the same time as others. We find that people are willing to incur costs—for example, by scheduling negative events sooner or positive events later—to synchronize their schedules. Thus, when unable to share physical space, people can nevertheless share “temporal space” by choosing to schedule separate experiences at the same time. Eight studies (N=3,075) explore this preference, which does not extend to disliked others and persists even when only one person knows. We explain that this is because synchronized scheduling acts as “social glue,” increasing feelings of not only person-to-person social connection but also solidarity, trust, and cohesion within the group. As a result, it counteracts experienced and anticipated physical disconnection. We highlight implications for individuals and organizations seeking to create psychologically connected experiences in an increasingly physically disconnected world.

Date: 2023
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