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Waiting in line to make a purchase can be quick or torturous. Those who have left a store in disgust without making a purchase can now take heart—new research by Professor Richard Metters and colleagues shows a distinct correlation between waiting time and profits. Exploring this methodology with help from executives at Blockbuster, the researchers discovered that “perceived” waiting time in line remains a critical factor in repeat visits to Blockbuster. One culprit that prolongs the waiting for customers: the impact of new marketing initiatives on the checkout process.

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Published twice a month, Knowledge@Emory features in-depth articles on current business news and the latest business trends with original research, analyses, and commentary by Goizueta Business School and Emory University faculty. Subscriptions are free.