Nature and Patience

Xu and Ding report that “exposure to nature will lead consumers to be more patient in their waiting decisions. . . . marketers can reduce customer churn during peak or out-of-stock periods by decorating the store with potted plants or playing background music with natural elements. . . . marketers should minimize natural elements when they want to exploit consumers’ impatience to promote services. . . . pictures of natural environments also elicit our proposed effect. . . . In…

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