When an Hour Feels Shorter: Future Boundary Tasks Alter Consumption by Contracting Time
Gabriela N Tonietto, Selin A Malkoc, Stephen M Nowlis
Journal of Consumer Research · 2019 · Volume 45 · Issue 5
Abstract
Consumers often organize their time by scheduling various tasks, but also leave some time unaccounted for. The authors examine whether ending an interval of unaccounted time with an upcoming task systematically alters how this time is perceived and consumed. Eight studies conducted in both the lab and field show that bounded intervals of time (e.g., an hour before a scheduled meeting) feel prospectively shorter than unbounded intervals of time (e.g., an hour with nothing scheduled subsequently). Furthermore, consumers perform fewer tasks and are less likely to engage in relatively extended (though feasible) tasks during a bounded compared to an unbounded interval of time—even in the face of financial incentives. Finally, making a longer task easier to separate into subtasks attenuates this effect.
Keywords
subjective duration, prospective time perception, time consumption, scheduling
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