While everyone quickly understands this situation, and I have taken formal queuing classes, I don't remember it being covered specifically. Balking is the action of leaving a line, but can be for many reasons. Rarely is a direct marketing design component. Saw this covered in a long ago presentation at Disney World. Research in Harvard Working knowledge.
Last Place Aversion in Queues by Ryan W. Buell
OVERVIEW — no one likes standing in line for service, being last intensifies the pain of waiting, doubles the probability of switching queues, and quadruples the chances of leaving the line altogether. Many service settings could be improved if managers actively mitigated last place aversion. .... "
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