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When waiting makes sense: How consumer anticipation affects later evaluations

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  • Vichiengior, Tunyaporn
  • Ackermann, Claire-Lise
  • Palmer, Adrian

Abstract

This paper addresses a gap in knowledge about consumer anticipation. We build on the negative discount model (Loewenstein, 1987) which notes that utility may be gained through deferred consumption; the utility of looking forward to, and savoring forthcoming pleasant consumption adds to the total utility of the consumption episode. However, little is known about (1) the mental mechanisms involved in consumer anticipation, and their intensity, that underlie this effect, and (2) how evaluation of the object of anticipated consumption evolves over time, from the beginning of the anticipation period to post-consumption. Specifically, we ground our research in theories of attitude formation and change to investigate the circumstances in which evoking intense anticipation produces long-lasting and robust positive attitude.

Suggested Citation

  • Vichiengior, Tunyaporn & Ackermann, Claire-Lise & Palmer, Adrian, 2025. "When waiting makes sense: How consumer anticipation affects later evaluations," International Journal of Research in Marketing, Elsevier, vol. 42(1), pages 74-94.
    • Handle: RePEc:eee:ijrema:v:42:y:2025:i:1:p:74-94
    DOI: 10.1016/j.ijresmar.2024.06.001
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    1. Gerard Ryan & Maria-del-Mar Pàmies & Mireia Valverde, 2026. "The joys of waiting: how consumers do waiting together," Marketing Letters, Springer, vol. 37(1), pages 1-27, December.

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