Looming Losses in Future Time Perception

  title={Looming Losses in Future Time Perception},
  author={B. Bilgin and Robyn A. LeBoeuf},
  journal={Journal of Marketing Research},
  pages={520 - 530}
  • B. Bilgin, Robyn A. LeBoeuf
  • Published 2010
  • Economics
  • Journal of Marketing Research
  • 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… CONTINUE READING
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