Why waiting feels so long
Most of us spend a surprising amount of our lives waiting: at supermarket checkouts, at bus stops, on the phone to customer service. Yet the length of a wait is often less important than how it feels. Researchers who study the psychology of queues have found that two waits of exactly the same length can be experienced very differently, and that people's satisfaction with a service often depends more on the experience of waiting than on the service itself.
One reason is that empty time seems to pass more slowly than occupied time. An often-repeated story describes an office building whose tenants complained that the lifts were too slow. Instead of installing faster lifts, the owners put mirrors next to the lift doors. People began checking their appearance while they waited, and the complaints largely stopped. Whether or not the story is completely true, the principle behind it is now widely used: many waiting areas offer screens, magazines or something to look at, simply to fill the minutes.
Uncertainty also makes waiting harder. A wait of unknown length feels longer than one whose end is in sight, which is why many theme parks and call centres now tell customers how long they are likely to wait. Interestingly, some organisations deliberately give estimates that are slightly too long. When the wait turns out to be shorter than expected, customers leave pleased rather than frustrated.
Perhaps even more important than speed is fairness. People become far more annoyed when someone who arrived later is served first than when the queue simply moves slowly. This helps to explain why many banks and post offices have replaced several separate lines with a single “snake” queue that feeds all the counters. The average wait may be no shorter than before, but nobody can feel unlucky for having chosen the slow line.
Technology may soon remove the physical queue altogether. Restaurants already send a text message when a table is ready, and some clinics let patients wait in a nearby café rather than in a crowded waiting room. In the coming years, experts expect more services to use “virtual queues” of this kind. Yet some warn that waiting will not disappear; it will simply move onto our phones, where an unexplained delay may feel just as frustrating as it does in a line.