Patience as a pathway to optimal consumer experience and behavior
Abstract
Abstract Patience has been a consistent source of interest and inspiration for generations of thinkers and writers. In this article, I delineate the tenets of a comprehensive framework for understanding patience, the process model of patience (Sweeny, Personality and Social Psychology Review , 2025, 29, 145), that positions impatience as a common and unpleasant emotion and patience as a targeted form of emotion regulation. I then outline potential applications of the model for consumer decisions, service experiences, and marketing contexts and close with practical recommendations to optimize consumer behavior in contexts where impatience is likely to arise.
Fields of Study & Subjects
Customer Service Quality and Loyalty
Emotions and Moral Behavior
Emotional Labor in Professions
Publication details
- Journal / source
- Journal of Consumer Psychology
- Publisher
- Wiley
- Volume
- 36
- Issue
- 2
- Pages
- 270–280
- Publication date
- 5 January 2026
- Language
- EN