Time Periods Feel Longer When They Span More Category Boundaries: Evidence from the Lab and the Field

Seven experiments (total N = 3,509) and a large field data set (N = 1,820,671) demonstrate that time periods of equal duration are not always perceived as equivalent. The authors find that periods feel longer when they span more time categories (e.g., hour, month). For example, periods like 1:45 p.m.–3:15 p.m. and March 31–April 6 (boundary-expanded) feel longer than, say, 1:15 p.m.–2:45 p.m. and April 2–April 8 (boundary-compressed). Reflecting this, participants anticipated completing more work during boundary-expanded periods than during equivalent boundary-compressed periods. This effect appears to result from the salience and placement of time boundaries. Consequently, participants preferred scheduling pleasant activities for boundary-expanded periods and unpleasant activities for boundary-compressed periods. Moreover, participants were willing to pay more to avoid—and required more money to endure—a long wait when that wait was presented as boundary-expanded. Finally, data from more than 1.8 million rideshare trips suggest that consumers are more likely to choose independent rides (e.g., UberX) when they are boundary-compressed when the alternative shared option (e.g., UberPool) is boundary-expanded. Together, our studies reveal that time periods feel longer when they span more boundaries and that this phenomenon shapes consumers’ scheduling and purchasing decisions.

• 저널Journal of Marketing Research · 59(4) · 821–839
• 토픽Behavioral Health and Interventions · Applied Psychology
• DOI10.1177/00222437211073810
• 저자Kristin Donnelly, Giovanni Compiani, Ellen Evers