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.
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.
Yu Ding, Columbia University, USA
Ellie Kyung, Dartmouth College, USA
NA - Advances in Consumer Research Volume 46 | 2018
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