The cross-domain effect of perceived homogenization of social media content on consumer impatience

• The perceived homogenization of social media content driven by recommendation algorithms leads to consumer impatience. • This effect is driven by the perceived waste of time. • This effect persists consistently across subsequent consumption activities. The perceived homogenization of social media content, largely driven by recommendation algorithms, has emerged as a prominent feature of contemporary digital experiences. The current research examines how the perceived homogenization of social media content influences downstream impatience in subsequent consumption activities. Findings from five studies reveal that the perceived homogenization of social media content induces consumer impatience across multiple behavioral contexts, including: (1) reduced patience for webpage loading times, (2) increased willingness-to-pay for expedited shipping, (3) preference for smaller-sooner (vs. larger-later) rewards, and (4) greater likelihood of breaking rules to save time. This effect is mediated by consumers’ perceived waste of time, supported by both direct measurements and a moderation-of-process approach. These findings contribute to the literature on the perceived homogenization of social media content and consumer impatience, while offering practical insights for marketing strategies and human well-being.