10-C: Calendar Framing Affects Perception and Anticipation of Sunday

We examine the effects of calendar framing on time perception and anticipatory emotions. We demonstrate how the location of Sunday on a calendar (i.e., at the beginning vs. the end of the week) influences perception and anticipation of Sunday. We further discuss its implications on marketing communications.


Rebecca Chae and Christine Kang (2017) ,"10-C: Calendar Framing Affects Perception and Anticipation of Sunday ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1018-1018.


Rebecca Chae, University of Michigan, USA
Christine Kang, California State University Long Beach, USA


NA - Advances in Consumer Research Volume 45 | 2017

Share Proceeding

Featured papers

See More


A7. Credible Critters: Source and Message Expectancy Violation and Influence on Perceived Trustworthiness and Credibility

Justin Graeber, University of Texas at Austin, USA

Read More


The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More


How Categories Transform Markets through Non-Collective, Non-Strategic Collaboration

Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.