• DOI:10.1509/jmkr.47.3.520
Corpus ID: 36372404

Looming Losses in Future Time Perception

@article{Bilgin2010LoomingLI,
  title={Looming Losses in Future Time Perception},
  author={B. Bilgin and Robyn A. LeBoeuf},
  journal={Journal of Marketing Research},
  year={2010},
  volume={47},
  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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