You’Re Having Fun When Time Flies: the Hedonic Consequences of Subjective Time Progression

Benjamin Converse, University of Chicago, USA
Aaron Sackett , University of Chicago, USA
Tom Meyvis , New York University, USA
Leif Nelson , Anna L. Sackett , University of California at Berkeley, USA; University at Albany, SUNY, USA
Five experiments demonstrate that the subjective experience of “time flying” makes tasks seem more engaging, noises less irritating, songs more enjoyable, and games more fun. We propose that this experience operates as a metacognitive cue that prompts inferences about enjoyment (“Time flew, so it must have been fun”). Consistent with this account, effects of apparent time distortion on enjoyment were moderated by endorsement of the naïve theory and the presence of an attribution alternative. These findings suggest ways for service providers to improve consumers’ subjective evaluations without changing core features of the experience.
[ to cite ]:
Benjamin Converse, Aaron Sackett , Tom Meyvis , and Leif Nelson , Anna L. Sackett (2010) ,"You’Re Having Fun When Time Flies: the Hedonic Consequences of Subjective Time Progression", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 219-222 .