Affective Experience Over Time: the Role of Event Representation and Counting Direction

Claire Tsai, University of Toronto, Canada
Min Zhao, University of Toronto, Canada
We identified how event representation (segregation vs. integration) and counting direction systematically alter affective experience over time. We show that segregating an affective episode with integers, unlike integrating it with progress bars, increased enjoyment when the subcomponents were counted downward. Conversely, when the subcomponents were counted upward, this effect reversed.
[ to cite ]:
Claire Tsai and Min Zhao (2014) ,"Affective Experience Over Time: the Role of Event Representation and Counting Direction", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 711-711.