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Don't call us, we'll call you: Considering cognitive and physical effort in designing effective response systems to manage extended in‐process wait
Author(s) -
Danziger Shai,
Garbarino Ellen,
Moran Simone
Publication year - 2020
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21306
Subject(s) - prospective memory , task (project management) , process (computing) , cognition , notification system , service (business) , computer science , test (biology) , psychology , business , marketing , world wide web , paleontology , neuroscience , biology , operating system , management , economics
People must often wait for days or weeks to receive test results, price quotes, products, etc. Service providers may manage user experience during such in‐process waits using notification systems that inform users when a response is available or inquiry systems that require users to inquire about response availability, thereby imposing prospective memory requirements on users. Based on the prospective memory and wait time literature, we make predictions regarding how response system (notification vs. inquiry) moderates the effects of waits that are shorter or longer than the provider promised on user evaluation of the wait. We find that users of a notification system evaluate a wait more positively and are less sensitive to deviations of actual from promised wait time than are users of an inquiry system. This advantage was more pronounced for a wait that was longer (vs. shorter) than promised. These effects of system and expectation on evaluation were fully mediated by their impact on the cognitive and physical effort of navigating the system. Finally, a week after having experienced a wait, users of an inquiry system who had waited longer (vs. shorter) than promised cooperated less on a follow‐up task, highlighting another downside of using an inquiry system.