Consumers are notoriously impatient. They want everything and they want it now. But what if they are forced to—gasp!—wait in line? Or—shudder!—wait for delivery? Does delaying consumption negatively impact a person's enjoyment of the product?

Good news! The opposite might actually be true, if you play your marketing cards right. Researchers at Arizona State University found that delays can actually add to the customer experience—if the person anticipates consumption to be pleasant.

(OK. Hold off eating that chocolate bar for a minute. Now, bite. See what we mean?) The delay allows the consumer to savor their anticipation of the product, which adds to their experience.

What does this mean for marketers? It's best to build a yummy factor into the customer experience as much as possible. In particular, design ways to enhance customer anticipation when a delay is necessary. For example, a restaurant might design a waiting area next to the kitchen, where the sights and aromas of the food arouse diners' anticipation.

Or when savvy marketers help consumers anticipate consumption pleasure ("New spring styles on sale this Saturday only!"), they just might make the customer's product experience more enjoyable, too.

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