Time Periods Feel Longer When They Span More Boundaries

We demonstrate that time periods of equal duration don’t always feel equivalent. Periods are judged to feel longer when they cross more hour boundaries (e.g., 1:30 – 3:00 feels longer than 2:00 – 3:30). This affects consumer behavior; for example, consumers demand more compensation for delays that cross (vs. don’t cross) boundaries.


Kristin N Donnelly and Ellen Evers (2019) ,"Time Periods Feel Longer When They Span More Boundaries", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 337-341.


Kristin N Donnelly, University of California Berkeley, USA
Ellen Evers, University of California Berkeley, USA


NA - Advances in Consumer Research Volume 47 | 2019

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