Don’t rush the wait - new research reveals the power of anticipation

What happens before a consumer uses a product can be just as important as the experience itself, a new study led by Professor Adrian Palmer, co-authored by Dr Tunyaporn Vichiengior and Dr Claire‑Lise Ackermann (Rennes Business School) demonstrates.

The period of time a customer is left waiting for a pleasant experience - be it a chocolate tasting or a dance class - can significantly increase how positively people evaluate that experience, both before and after it happens.

Anticipation shapes consumer attitudes

Five studies were conducted in France and Thailand involving products (chocolate and jam) and services (a salsa class). The more intensely people anticipated the upcoming experience, the more their attitudes improved.

Talking about the research, Professor Adrian Palmer said:

“Marketers often worry that giving customers more time to think before they consume a product may raise expectations unrealistically. Our findings challenge this assumption. When anticipation is allowed to build customers tend to feel more positive both before and after the experience.”

Information boosts positive anticipation

The information consumers receive while waiting for their product or service is key in driving anticipation - and this is where marketing comes in. It doesn't have to be complicated to be effective; product descriptions or short videos providing simple, factual information about what to expect helps consumers visualise and imagine the upcoming experience.

This mental engagement boosts “anticipation intensity”, which strengthens the positive attitudes of consumers.

After the experience, the effects of anticipation don't wear off. Whether the chocolate tasting or salsa class turned out better or worse than expected, those who had anticipated more intensely still evaluated it more positively overall than those who had not.

Does novelty matter? Apparently not

The research examined whether anticipation works differently for new versus familiar products: would the release of a novel elderberry jam tasting heighten the impact of information or anticipation?

Apparently not. Across experiments, novelty did not significantly change the effect.

For marketers then, anticipation can be used even for well-known, everyday products. Just getting consumers to think about your product is enough to stimulate positive mental engagement.

Implications for businesses: don’t rush the wait

Brands today compete to give their customers instant gratification. Think next-day delivery or TV series dumped onto a streaming service in one go. If you're marketing an indulgent experience, a well‑managed waiting period can actually enhance a customer's experience of your offering. This has particular implications for sectors such as travel, leisure, entertainment, or luxury food.

If you would like to speak with one of our academic experts, contact pr@henley.ac.uk.