Anticipation Is Half the Fun of Any Experience
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moodboard/Thinkstock(NEW YORK) — What do you look forward to more: a new tablet hitting the market or an upcoming vacation?
Researchers at Cornell University and the University of California in Berkeley and San Francisco say if you’re like most people, you value the anticipation of an experience rather than something you can touch.
The researchers called their study “Waiting for Merlot,” a clever play on words about the title of a famous play.
Based on a series of experiments built on previous studies, it was found people get a bigger kick out of waiting for an experience, such as a concert, rather than the anticipation of buying something concrete, such as new furniture.
Meanwhile, the researchers discovered that there’s something about waiting in line to make a purchase that also gives people a bit of an adrenaline rush.
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