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
Turning “Expenses” into “Bills”: How spending Categorization Impacts Budget Optimism and Likelihood of Success
Eleanor Putnam-Farr, Rice University, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Featured
Toward Optimal Symbolic Recovery: Why and When “Thank you” is Better than “Sorry” in Addressing Service Delays
Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA
Featured
R6. The Anatomy of a Rival: The Influence of Inequity and Resentment on Rival Brands
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas