The Psychology of Wait Times: Why Perceived Time Matters More than Actual Time

Perception often shapes reality, and this is especially true when it comes to wait times. Last year, Penn State's School of Hospitality Management released a study that found guests frequently view waiting lines as a sign of popularity, but patience runs thin after about 15 minutes. Meanwhile, a separate study published in the Journal of Hospitality & Tourism Research revealed that guests tend to rush their menu decisions when faced with long waits, especially when using self-service technol...