2026-10-14T14:56:47Z https://api.figshare.com/v2/oai

oai:figshare.com:article/33980542 2026-09-24T07:34:00Z category_25426 item_type_3 month_year_09_2026

Data-Cooling the Wait Yichen Zhao (25102642) Consumer behaviour Time Perception Service Satisfaction <p dir="ltr">This study investigates whether and how color hue, as a low-cost and controllable environmental cue, shapes customers’ perceived waiting time and, in turn, influences their service satisfaction when objective waiting time cannot be easily reduced. Across four experiments, we demonstrate that color hue can systematically alter perceived waiting duration and satisfaction, with perceived waiting time underlying this effect and crowding serving as an important boundary condition. We believe that our study makes a significant contribution to the literature by extending research on service operations and waiting experiences from reducing objective waiting time to managing customers’ subjective waiting experiences, while identifying environmental color as a novel means of enhancing perceived service value.</p> 2026-09-24T07:34:00Z Dataset Dataset 10.6084/m9.figshare.33980542.v1 https://figshare.com/articles/dataset/Data-Cooling_the_Wait/33980542 CC BY 4.0 Embargoed