Anticipation and savouring

People get pleasure from looking forward to something good, so a wait can add value if it is framed as anticipation.

Emotion and memory Mainly on Post-purchase pages
Where it applies

Three of the eight page areas.

HomepageNot typical CategoryNot typical SearchNot typical ProductAlso applies CartNot typical CheckoutAlso applies Post-purchaseMainly here

Not usually a sitewide principle. See everything at work on Post-purchase pages

How to use it

Four ways to put it to work.

  • Send “on its way” emails that build excitement.
  • Tell customers what they will be able to do with the product.
  • Include preparation tips in the “on its way” email.
  • Use this for gifts, made-to-order and experiential products more than for commodities.
What the research found

Waiting for experiences is pleasant. Waiting for physical goods brings more impatience.

Waiting for experiences is pleasant, while waiting for physical goods is more tinged with impatience.

Kumar and colleagues found waiting for experiences was more pleasant and exciting than waiting for material goods, which brought more impatience, across surveys, experience sampling and news reports of queues. A meta-analysis by Weingarten and Goodman found a smaller general advantage for experiences. Reframing a product as an experience has not itself been tested.

Key research

Four sources, each checked.

Last reviewed

Loewenstein (1987) Anticipation and the Valuation of Delayed Consumption Economic Journal Read the source Kumar, Killingsworth & Gilovich (2014) Waiting for Merlot: Anticipatory Consumption of Experiential and Material Purchases Psychological Science Read the source Weingarten & Goodman (2021)Meta-analysis Re-examining the Experiential Advantage in Consumption: A Meta-Analysis and Review J. Consumer Research Read the source Nawijn, Marchand, Veenhoven & Vingerhoets (2010) Vacationers happier, but most not happier after a holiday Applied Research in Quality of Life Read the source