Looming losses in future time perception

Baler Bilgin, Robyn A. LeBoeuf

    Research output: Contribution to journalArticlepeer-review

    45 Scopus citations

    Abstract

    It is proposed that a future time interval's perceived length will be affected by whether the interval ends with a gain or loss. Confirming this, several experiments indicate that consumers perceive intervals ending with losses as shorter than equivalent intervals ending with gains. The authors explore the mechanisms underlying these effects, and they identify several parallels between the current effects and loss aversion. The authors further show that these changes in time perception influence consumption decisions, and they consider the implications of the findings for theories of time perception and intertemporal choice.

    Original languageEnglish
    Pages (from-to)520-530
    Number of pages11
    JournalJournal of Marketing Research
    Volume47
    Issue number3
    DOIs
    StatePublished - Jun 2010

    Keywords

    • Consumer planning
    • Future time perception
    • Intertemporal discounting
    • Temporal loss aversion

    Fingerprint

    Dive into the research topics of 'Looming losses in future time perception'. Together they form a unique fingerprint.

    Cite this