Time flies when you’re having fun, but minutes can feel like hours in a dentist’s waiting room. Our ideas of “time” are highly subjective and can depend on a stimulus — or the lack of one — in our environment.
Now Prof. Dan Zakay of the Department of Psychology at Tel Aviv University has empirical evidence to show businesses how to use waiting time to their best advantage. “Billions of dollars are at stake when customers are waiting, be it on the phone, at an Internet e-commerce site, or in a department store,” he says. “If people feel they’re waiting too long, they’ll hang up or walk away and spend their money elsewhere.”
His recent research, published in the journal NeuroQuantology, suggests that businesses can often keep those customers from leaving with a few simple strategie