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November 2015

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UT Arlington In The News

Instant gratification

Wednesday, November 25, 2015

Narayan Janakiraman, a UTA assistant professor of marketing, was quoted in an editorial by Gary Picariello in The American Genius about our culture of instant gratification and last-minute deals. Picariello quoted Janakiraman’s 2011 study “The Psychology of Decisions to Abandon Waits for Service,” which pointed out that the need for instant gratification is not new, but our expectation of what constitutes “instant” has become faster, and as a result, our patience is thinner.

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