The website for the United Parcel Service receives 32 million package-tracking requests per day. That's more than two for every package they ship. Clearly, people hate waiting - just think back to the last time you suppressed the urge to hit your computer while staring at an endlessly… loading… progress… bar.
Not surprisingly, companies have responded to our wait hate by speeding things up whenever possible: faster search, faster shipping, faster service. But speed can sometimes backfire: when we get what we want too quickly, we can feel that the company didn't really do that much for us -- leading us to question why we're paying so much for something that took so little time and effort.
By: Michael I Norton & Ryan W Buell, Edited by: David Cornish
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via Wired.co.uk
http://www.wired.co.uk/magazine/archive/2013/01/ideas-bank/your-are-three-percent-of-your-way-through-this-article
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