Time Will Fly During Future Fun (But Drag Until then)

Tonietto, G. N., VanEpps, E. M., Malkoc, S. A., & Maglio, S. J. (2021). Time Will Fly During Future Fun (But Drag Until Then). Journal of Consumer Psychology.

9 Pages Posted: 14 Jul 2021

See all articles by Gabriela Tonietto

Gabriela Tonietto

Rugers Business School

Eric VanEpps

University of Utah - Department of Marketing

Selin A. Malkoc

Fisher College of Business, The Ohio State University

Sam Maglio

University of Toronto at Scarborough - Division of Management; University of Toronto at Scarborough - Department of Psychological and Clinical Science; University of Toronto - Rotman School of Management

Date Written: April 23, 2021

Abstract

Consumers’ lives are filled with scheduled events – both positive and negative. The current research examines how the valence of future scheduled events colors consumers’ temporal judgments in relation to such events: the time until their onset, the time during the events, and the time until their offset. We propose that the lay theory espousing “time flies when you’re having fun” leads consumers to judge that positive (vs. negative) future events of equivalent objective distance and duration are farther away and shorter. Operating in tandem, these elements produce two novel phenomena: (a) The end of positive and negative events can feel similarly far from the present, and (b) The beginning and end of positive events can feel similarly far from the present, whereby, in some circumstances, the event’s duration is effectively eliminated in the mind’s eye. Four studies provide evidence for these predictions, informing future directions regarding prospective time perception.

Keywords: time, valence, duration, lay theory, prospection, time perception

Suggested Citation

Tonietto, Gabriela and VanEpps, Eric and Malkoc, Selin A. and Maglio, Sam, Time Will Fly During Future Fun (But Drag Until then) (April 23, 2021). Tonietto, G. N., VanEpps, E. M., Malkoc, S. A., & Maglio, S. J. (2021). Time Will Fly During Future Fun (But Drag Until Then). Journal of Consumer Psychology., Available at SSRN: https://ssrn.com/abstract=3885036

Gabriela Tonietto (Contact Author)

Rugers Business School ( email )

The State University of New Jersey
1 Washington Park
Newark, NJ 07102-3122
United States

Eric VanEpps

University of Utah - Department of Marketing ( email )

1645 E. Campus Center Drive
Salt Lake City, UT 84112-9304
United States

Selin A. Malkoc

Fisher College of Business, The Ohio State University ( email )

2100 Neil Avenue
Columbus, OH 43210-1144
United States

HOME PAGE: http://https://fisher.osu.edu/people/malkoc.5

Sam Maglio

University of Toronto at Scarborough - Division of Management ( email )

1265 Military Trial
Scarborough, Ontario M1C 1A4
Canada

University of Toronto at Scarborough - Department of Psychological and Clinical Science ( email )

1265 Military Trail
Toronto, Ontario M1C 1A4
Canada

University of Toronto - Rotman School of Management ( email )

105 St. George Street
Toronto, Ontario M5S 3E6 M5S1S4
Canada

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