Effect of Temporal Units on Duration Sensitivity

Ashwani Monga, University of South Carolina, USA
Rajesh Bagchi, Virginia Tech, USA
Employing research on numerosity and construal-level theory, we study how units influence reactions to changes in duration. We demonstrate that, in some situations, duration sensitivity is higher when duration changes are expressed in smaller rather than larger units (days, rather than months), but a reversal occurs in some other situations.
[ to cite ]:
Ashwani Monga and Rajesh Bagchi (2011) ,"Effect of Temporal Units on Duration Sensitivity", 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.