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- Title
Does Time Fly When You're Counting Down? The Effect of Counting Direction on Subjective Time Judgment.
- Authors
Shalev, Edith; Morwitz, Vicki G.
- Abstract
The article examines the impact of counting direction on subjective time judgment of consumers. A research which identifies the consumer perception on the digital counter of advertising videos show that consumers prefer counting down sequence because it offers favorable and positive emotions toward goal attainment. On the other hand, counting up sequence evokes feelings of boredom and negative perception for not achieving the target.
- Subjects
TIME -- Psychological aspects; ADVERTISING; DIGITAL counters; MARKETING strategy; CONSUMER behavior
- Publication
Advances in Consumer Research, 2009, Vol 36, p1051
- ISSN
0098-9258
- Publication type
Article