Waiting Actually Makes People More Patient, University of Chicago Study

Published: Oct 02, 2013

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Let's face it -- no one likes to wait. We're a culture of instant gratification. But what if the very act we dislike can actually help make us more patient and help us make better financial decisions? According to a recent study by Ayelet Fishbach, Jeffrey Breakenridge Keller Professor of Behavioral Science and Marketing at the University of Chicago Booth School of Business, waiting actually does make people more patient, which can provide a payoff for consumers by helping them make better decisions.

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