Time Flies…But Only When the Speed Is “Just Right”: How Animation Speed Affects Perceived Waiting Time
Moving animations are often added to online experiences to decrease perceived waiting time. Across seven studies, we demonstrate that moderate animation speeds, relative to fast ones, result in the shortest perceived waiting times, even when objective waiting time estimates are constant, and in turn affect task engagement and motivation.
Citation:
Yu Ding and Ellie Kyung (2018) ,"Time Flies…But Only When the Speed Is “Just Right”: How Animation Speed Affects Perceived Waiting Time", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 188-193.
Authors
Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers
Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Featured
I11. Self-Presentation in the Mating Market: The Influence of Gender and Sexual Orientation on Profiles on Tinder and Grindr
Chaim Kuhnreich, Concordia University, Canada
Lilian Carvalho, FGV/EAESP
Gad Saad, Concordia University, Canada
Featured
The Pleasure of Being Right (Even When the World Is Bad)
Carey K. Morewedge, Boston University, USA
Janna Russmann, University of Cologne
Danica Mijovic-Prelec, Massachusetts Institute of Technology, USA
Drazen Prelec, Massachusetts Institute of Technology, USA