Answers will vary. Consumers often make judgments about features based on their perceived relationship with other features. For example, price is often used as a signal for quality. Here, consumers rely on attribute correlation to describe the perceived relationship between attributes of products. Price and quality are often assumed to be positively correlated. When a product has a high price, consumers often assume it will be high quality. Attributes can also be negatively correlated. For example, if a consumer's wait time at a bank is long, he might think that the bank offers poor service. Here, the consumer assumes that as wait time goes up, service quality goes down (hence, a negative correlation). This can be a faulty assumption, because a long wait time may simply mean that consumers get individualized attention and really good service. Some things are worth waiting for. In fact, perceived quality, purchase intentions, and customer satisfaction can even be improved by making consumers wait.