What Are You Waiting For?

Would you stand in line for 45 minutes, in the hot sun, for a slice of pizza? That’s common in a place like Di Fara, a famous old-school pizzeria in Brooklyn run basically by one man — Dom DeMarco — for over 50 years.
Is it possible that we secretly enjoy waiting in line? And might it even be good for us? Apparently, once we wait for something, we value it more than if it was effortless, than if we never had to wait, argues Ayelet Fishbach, professor of behavioral science and marketing at the Booth School of Business at The University of Chicago, contrary to the economist’s notion that lines are inefficient and undesirable.

Freakonomics Radio

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