New Yorkers Love Lines Even More Than Robert Downey, Jr.

Suggesting that it just may be a gyro* after all, the New York Sun invokes the halo effect:

The daily pita pilgrimage begins at 7:30 p.m., when New Yorkers — and a handful of in-the-know tourists — begin lining up at the corner of 53rd Street and Sixth Avenue. Within minutes, the line emanating from the fragrant gyro stand there stretches halfway down the block.

Two other gyro carts within a half-block radius have no wait at all. But city foodies contend that Halal Gyro and Chicken is worth waiting on a line that can exceed 45 minutes on some evenings. The stand’s $5 platter includes chicken, lamb, rice, salad, pita, and, most importantly, customers say, a tasty combination of white and red sauces.

. . .

In New York, a city of seemingly limitless choices, inhabited by famously fast-paced people, there are still some things for which residents are willing to wait in line. What’s worth the idle time? For some it’s a bargain; for others it’s a status symbol. For some, it’s a gyro platter; for others it’s a pair of sneakers, a basket of Buffalo wings, a museum exhibit, a stuffed toy, a cupcake, or two tickets to “Shakespeare in the Park.”

The heightened anticipation for what’s deemed worth waiting for can enhance the mind’s perception of those cart-cooked gyros, saucy chicken wings or buttercream-frosted cupcakes, a New York-based clinical psychologist, Robert Leahy, said, referring to a phenomenon known as the “Halo Effect.” “Today people are very insecure about getting the right thing, and the easiest way to make a decision is to seek out what everyone else is buying,” Mr. Leahy, who heads up the American Institute for Cognitive Therapy on East 57th Street, said. “If they didn’t feel like they had to fit in, and they just looked at what they value, they might make different decisions.”

*Or Buffalo Wings, Noodles, Buttercream Frosting or Cheese Omelettes.