What seems to annoy us in queues is seeing people get ahead. This is why, says Richard Larson, an authority on queues, any number of companies - from banks to fast-food chains- have switched from systems in which multiple lines feed multiple servers to a single, serpentie line. There's a theorem in queuing theory that says the average wait in either configuration is the same. Yet people prefer the single line, so much so that they have said they would be willing to wait in a longer line at Wendy's, where a single line is used, than in a shorter line at McDonald's, which uses multiple lines. Why? ___________________________, says Larson. If you have the single serpentine line, you're guaranteed first come, first served. If you have the multiple lines, you have what happens at McDonald's at lunchtime. You have the stress of joining a line with a high likelihood that somebody who's joined a queue next to you will get served before you. People get really irritated with that."

1. Service efficiency     2. Time perception       3. Optical illusion        4. Brand recognition

5. Social justice

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