Framing Wait Time Changes Time Perception and Patience

Frank May, Virginia Tech, USA
Ashwani Monga, Rutgers University, USA
We show that patience for a larger-later (vs. smaller-sooner) reward depends on the semantic framing of wait time. In far (vs. long) frames, patience is influenced relatively more by the magnitude of the larger-later reward—increasing the size of the reward contracts time perception and increases patience.
[ to cite ]:
Frank May and Ashwani Monga (2016) ,"Framing Wait Time Changes Time Perception and Patience", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 554-555.