Does Scheduling Mean Superior? Effects of the Scheduled = High Quality Lay Theory

This research identifies the presence of a scheduled = high quality lay theory. Nine studies demonstrate that this lay theory leads consumers to infer that scheduled events offer superior quality, prefer to schedule when their goal is to maximize quality, and evaluate the actual quality of scheduled experiences more positively. Scheduling is ubiquitous, from adding events to one's calen dar to making dinner reservations and service appointments. Yet relatively little is known about the effect of scheduling on consumer outcomes. In this research, we propose that consumers hold the lay theory that scheduled service encounters are higher quality, systematically influencing their pre-consumption inferences, choice to schedule or not, and post-consumption quality evaluations. Across nine studies, the present research establishes that consumers hold the lay theory that scheduled = high quality. The results suggest that encouraging consumers to schedule can lead to more favorable pre-consumption inferences and post-consumption evaluations of quality.