I’D Rather Wait 30 Days Than One Month: the Unit Effect in Time Perception

Charles Y.Z. Zhang, University of Michigan, USA
Norbert Schwarz, University of Michigan, USA
Identical time estimates are perceived as more precise when they are expressed in more fine-grained units. Hence, consumers infer more uncertain delivery dates when told their order will arrive “in one month” rather than “in four weeks” or “in 30 days”.
[ to cite ]:
Charles Y.Z. Zhang and Norbert Schwarz (2011) ,"I’D Rather Wait 30 Days Than One Month: the Unit Effect in Time Perception ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.