Expanding Time: Altering Consumers’ Experience of Time Through Temporal Perspective

Melanie Rudd, Stanford University, USA
Jennifer Aaker, Stanford University, USA
How can we help consumers avoid the feelings of being rushed and hurried that are so prevalent in today’s fast-paced society? In this research, we propose focusing on the present moment (vs. the future) can reduce these negative feelings by slowing down the perceived passage of time.
[ to cite ]:
Melanie Rudd and Jennifer Aaker (2011) ,"Expanding Time: Altering Consumers’ Experience of Time Through Temporal Perspective", 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.