The End-Of-Decade Effect

Hal Hershfield, New York University, USA
Adam Alter, New York University, USA
Awareness of the passage of time can have profound effects on thoughts, feelings, and actions. We uncover the “end-of-decade effect” and show that when people reach the end of a personal decade, they feel older, search for more meaning, and act out in productive or counter-productive ways.
[ to cite ]:
Hal Hershfield and Adam Alter (2014) ,"The End-Of-Decade Effect", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 81-85.