Line Up Time Estimates in Best Directions

The longer it will take to achieve a desired outcome, the less attractive that outcome is to the consumer. For pleasure-oriented items, we might savor the waiting, but we’re willing to wait only so long. For utilitarian considerations such as receiving a refund payment, the sooner, the better.
     Researchers at Colorado State University, University of Kentucky, and University of South Florida find that, for consumers in Western cultures, a vertical timeline versus horizontal depiction matters. A vertical with the soonest time at the top makes waits seem less burdensome than does a horizontal with the soonest time at the left.
     In one of the studies, patrons at a Greek restaurant were asked to choose between a coupon giving $2 off tomorrow and one $4 off in two weeks. Presentation of the options in a vertical format resulted in a greater frequency of choosing the $4 option. In another study, participants indicated they’d allocate more of their income to a retirement plan when pictures of a young man and older man were arranged vertically rather than horizontally. A vertical depiction moves people away from wanting to get and use resources as soon as possible. They’ll be more willing to accept delays.
     How you state units of waiting also makes a difference. If there will be an unexpected delivery delay, when is it better to say, “Your product will be arriving in three weeks, not one week,” and when should you use, “Your product will be arriving in 21 days instead of 7”?
     If the customer is anxiously awaiting the arrival in order to start using the item, favor the first wording. In this case, the customer is looking for small. If the customer’s focus is instead on, “I made the purchase then because it was a great price, but I won’t be using the item right away,” describe the delay in terms of days.
     Demonstrating progress on the timeline can ease anxiety about waiting. Work in front of the customer and give a running rendition about the progress being made. Say how far along you are and how much further you have to go. Researchers at University of Singapore and University of Toronto found that people actually evaluated the price of a locksmith service as a better value when the service took more time than when the lock was picked faster, as long as they were kept informed of the progress.

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