Why do people love queues?

Why do we love queues? That was the question I was asked in a radio interview the other day.

A few factors.

First, it depends on the type of queue.

Queues we choose are different from those we are forced to endure. Joining my friends in a queue to buy a croissant is more pleasant than waiting to pay for a license renewal.

Second, we don’t all love queues.

Queue lovers seek out opportunities to queue. They’ll drive across town to join an hours-long wait for the new “it” bakery. The hottest yogurt shop. The latest phone drop.

Why?

They see the queue as part of the experience. It's socially rewarding – time with like-minded people, and a story worth posting online.

Queue avoiders do the opposite.

They go out of their way to avoid a queue. They mumble about people being ‘sheep’ and see queues as a cost rather than part of the experience. To them, joining a queue for the sake of it is not a good use of time and energy.

Third, queues are an old technique meeting new technology. 

They’ve been used by businesses for decades to create desire through scarcity and exclusivity. They build anticipation and signal the product’s popularity. They’re short-cuts to us trusting the product because others clearly do. 

What’s new is the shareability of queue culture. In the social media era, queuing is content. It’s visible and social. The reward is usually visible too - like a heaped tub of yogurt or gooey cookie. Perfect for a reel.

So, are queues good for business?

They can definitely drive buzz and generate free marketing.

But people will only wait if it’s worth it. You’ll need to meet their heightened expectations if you want them to bother.

David Maister’s research on the psychology of queuing is worth keeping in mind.  People tolerate almost any wait if it feels fair and predictable. 

• Let them know how long it will take. Knowing there’s an end point means they can manage their time. Disney overstates ride wait times, so guests are delighted when the line moves faster than promised.

• Keep it moving. They need to feel the queue is progressing.

• Treat everyone fairly. Queue rage happens when people try to cut in.

• Make sure they get a result. There needs to be a payoff.

• Pick your audience. People are less tolerant when under stress or pressure.

• Make sure they know it’s because the product is popular, not because you are disorganised.

Ref: Maister, D. (1985). Psychology of Waiting Lines.

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