Nature and Waiting (08-18-23)
Xu and Ding studied how experiencing nature in some way influences how people respond to the need to wait to receive something that is currently unavailable. They report that “exposure to nature will lead consumers to be more patient in their waiting decisions. . . . marketers can reduce customer churn during peak or out-of-stock periods by decorating the store with potted plants or playing background music with natural elements. . . . marketers should minimize natural elements when they want to exploit consumers’ impatience to promote services. . . .