The paradox of people spending three hours shopping in a supermarket but refusing to wait five minutes at the billing counter can be explained through psychological factors, perception of time, and behavioural economics.
Psychology Insight: Humans dislike situations where they feel unproductive, as waiting without activity elicits a sense of wasted time.
Behavioural Principle: The actual waiting duration is less of a factor than people’s expectations being disappointed. This is why tolerating long, expected chores is possible, while manageable delays caused by unforeseen circumstances are unbearable.
Shoppers need reminders that time is ticking since products, colours, and decisions easily sidetrack them.
Time Perception: Idle time is perceived as longer than active time due to a lack of engagement.
This behaviour exemplifies how people think about and deal with control and time. Unlike waiting, which is perceived as passive and annoying, shopping is viewed as active and rewarding. Shoppers experience a disruption to their mental flow when they encounter delays at the checkout counter, symbolising a change in purpose from exploration to completion. When stores know this, they may develop innovative ways to make customers feel like they don’t have to wait, such as self-checkout kiosks, expedited lanes, and mobile payment alternatives.
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