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

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