You’Re Having Fun When Time Flies: the Hedonic Consequences of Subjective Time Progression

Five experiments demonstrate that the subjective experience of “time flying” makes tasks seem more engaging, noises less irritating, songs more enjoyable, and games more fun. We propose that this experience operates as a metacognitive cue that prompts inferences about enjoyment (“Time flew, so it must have been fun”). Consistent with this account, effects of apparent time distortion on enjoyment were moderated by endorsement of the naïve theory and the presence of an attribution alternative. These findings suggest ways for service providers to improve consumers’ subjective evaluations without changing core features of the experience.


Benjamin Converse, Aaron Sackett , and Tom Meyvis (2010) ,"You’Re Having Fun When Time Flies: the Hedonic Consequences of Subjective Time Progression", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 219-222 .


Benjamin Converse, University of Chicago, USA
Aaron Sackett , University of Chicago, USA
Tom Meyvis , New York University, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


Making the Wait Worthwhile: Mental Accounting and the Effect of Waiting in Line on Consumption

Chris Hydock, Georgetown University, USA
Sezer Ulku, Georgetown University, USA
Shiliang Cui, Georgetown University, USA

Read More


C1. Promoting Subjective Preferences in Simple Choices During Sleep

Sizhi Ai, First Affiliated Hospital of Xinxiang Medical University
Yunlu Yin, University of Hong Kong
Yu Chen, Peking University
Lin Lu, Peking University
Lusha Zhu, Peking University
Jie Shi, Peking University

Read More


Cheating Your Self: Diagnostic Self-Deceptive Cheating for Intrinsic Rewards

Sara Loughran Dommer, Georgia Tech, USA
Nicole Marie Coleman, University of Pittsburgh, USA

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.