Tick Tock! Tick Tock! Have you ever found yourself longing for time to pass when you are bored and waiting for something to happen? Maybe at a train station? Maybe waiting for a website to load? Maybe for a pot to boil? Waiting is quite annoying, isn’t it? This month’s newsletter is based on a recently published article - The Psychology of Waiting: Behavioural Science Insights to Craft Pleasant User Experiences by Junofy Rozarina.
The human perception of time is starkly different from objective reality, which is why a vacation may seem to fly by, while the last few minutes of a boring lecture drag on endlessly. The same principle applies to wait times. We have no objective sense of how long we had to wait but rather draw conclusions based on a multitude of heuristics.
The article explains why we perceive time differently and then proceeds to use insights from behavioural science to outline 5 strategies that can make the wait time feel significantly shorter and more pleasant:
Reduce Uncertainty: Inform people about the expected wait time or their position in a queue to alleviate the discomfort of uncertainty. Many ride-sharing or food delivery apps like Uber, Lyft, Swiggy or Doordash do that.
Optimise Queue Design: Design waiting areas and queues to minimise frustration. Multiple shorter lines or clever queue layouts can make waiting more pleasant, as seen in theme parks like Disney.
Keep People Occupied: People perceive waits as shorter when they are engaged or occupied. Conversely, if there's nothing to do, time appears to drag on. Provide distractions or entertainment to occupy people during their wait! This is why the mirror made the elevator ride feels shorter.
Explain the Wait: Transparency is key. Explain the reason behind the wait to reduce frustration, even if the explanation may not seem significant, as demonstrated by the "because" effect.
Craft an Emotional Journey: Create positive moments during the wait and aim for a positive conclusion. For instance, offering a complimentary dessert after a long wait at a restaurant can turn frustration into delight.
To read and explore this topic with lots of interesting examples, please head over here. We guarantee that this will occupy your time in the best way possible!
Here is a new addition to our newsletter, featuring a fascinating research study in the realm of optimising waiting times to go with this newsletter’s theme.
Chu et al. in (2019) is an interesting research study that delves into the psychology of the wait time experience for patients in a healthcare setting. The research, involving 56 participants, emphasises that patients' willingness to wait is not solely determined by the actual wait time. Factors such as the perceived value of the visit (e.g., patients with life-altering illnesses feeling vulnerable and anxious) positively affect the willingness to wait, while costs associated with waiting (e.g., lost income) have a negative impact.
The study suggests that clinics can enhance the waiting experience by
1) proactively informing patients of delays
2) explicitly apologising for delays
3) providing opportunities for diversion
These strategies align with Junofy’s article summarised above and can effectively reduce the frustration associated with long waits, leading to more positive patient experiences. Read in detail to know more!
📝 WhatsApp chatbot to reduce intimate partner violence
Groundbreaking research reveals how WhatsApp chatbots, like ChattyCuz, reduced intimate partner violence by 56% among South African women. This innovative approach, utilizing gamification and narratives, offers hope for global IPV prevention via low-cost, scalable chatbot interventions.
📝 The milli-second secret to capturing consumers’ attention
The recent developments in AI and the embedding of neuroscience into the discipline brings exciting opportunities to shift the landscape of behavioural research. This article by Fractal is a union of all things that's keeping Be-Sci fresh and on its toes. It talks about that one millisecond in which you'll decide whether or not to click on the link and read the article.
🎧 How psychology saved Dominos Pizza
This month's podcast pick is short and talks about Domino’s Pizza. Irrespective of whether you're a fan or not, you definitely have memories attached to this brand. However, the strong brand image that Domino's boasts of today was under serious fire back in 2009. It was by using clever behavioural science principles and psychology that the brand was able to turn around a horrific PR disaster. Listen in to find out more.
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Brought to you by India Behavioural Economics Network (Facebook | LinkedIn | Twitter) and Beyond Nudge Consulting (Instagram | LinkedIn | Twitter)
Editors: Nehal Kaul and Junofy Anto Rozarina
Contributors: Abhishek Chauhan and Manvi Agrawal