I’D Rather Wait 30 Days Than One Month: the Unit Effect in Time Perception

Identical time estimates are perceived as more precise when they are expressed in more fine-grained units. Hence, consumers infer more uncertain delivery dates when told their order will arrive “in one month” rather than “in four weeks” or “in 30 days”.



Citation:

Charles Y.Z. Zhang and Norbert Schwarz (2011) ,"I’D Rather Wait 30 Days Than One Month: the Unit Effect in Time Perception ", 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.

Authors

Charles Y.Z. Zhang, University of Michigan, USA
Norbert Schwarz, University of Michigan, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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