Time Is Flying, We Must Be Having Fun: the Effect of Subjective Time Porgression on Enjoyment

Leif Nelson, University of California, San Diego
Tom Meyvis, New York University
If time flies when you’re having fun, then perceiving flying time might make experiences more fun. This combination of lay theory and misattribution was tested in four studies looking at anticipated and ongoing enjoyment. When made to feel that the following weekend would go by faster, thought that they would enjoy it more (Study 1). Furthermore, an accelerated timer made a song more likeable (Study 2) and a noise less irritating (Study 3). Finally, this effect was limited participants who focused on elapsed time rather than prospective time (Study 4). We discuss the implications for the role of time perception in consumer preferences.
[ to cite ]:
Leif Nelson and Tom Meyvis (2008) ,"Time Is Flying, We Must Be Having Fun: the Effect of Subjective Time Porgression on Enjoyment", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 55-58.