Cognitive and Affective Reactions When Facing an Additional Delay While Waiting in Line: A Matter of Self-Consciousness Disposition

The objective of this study was to investigate the influence of self-consciousness disposition on the cognitive and affective reactions of consumers when facing a delay. The study used written scenarios to investigate subjects' reactions while waiting with strangers in line at the movie theater. Results indicated that when compared with low public subjects, high public subjects had more self-related thoughts, reported more negative evaluation of the waiting experience and attributed controllability for the cause of waiting to the service provider. High public subjects had significantly different cognitive and affective reactions from those of low public subjects when the cause of waiting was related to an intrusion occurring immediately in front of them, rather than when it was related to an inappropriate behavior of the service provider.