Abstract
This article examines a silver lining of standing in line: Consumers infer that products are more valuable when others are behind them. Specifically, the value of a product increases as more people line up behind a person (Study 1) and when others are present (versus absent) behind a person in line (Study 2). Value increases further when directing consumers' attention to the presence of others behind them—that is, when they look backward versus forward (Study 3) and when the queue structure emphasizes the last person to join rather than the person being served (Study 4). This effect of people in line behind them is associated with increased expenditures by queuing consumers (Study 5).
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