Cognitive and affective reactions when facing an additional delay while waiting in line: A matter of self-consciousness disposition

The objective of this study was to investigate the influence of self-consci ousness disposition on the cognitive and affective reactions of consumers w hen facing a delay. The study used written scenarios to investigate subject s' reactions while waiting with strangers in line at the movie theater. Res ults indicated that when compared with low public subjects, high public sub jects had more self-related thoughts, reported more negative evaluation of the waiting experience and attributed controllability for die cause of wait ing to the service provider. High public subjects had significantly differe nt cognitive and affective reactions from those of low public subjects when the cause of waiting was related to an intrusion occurring immediately in front of them, rather than when it was related to an inappropriate behavior of the service provider.