Time and Placement (09-16-19)

Romero, Craig, and Kumar studied physical experiences and perceptions of time.  They report that “Cognitive linguistic studies have found that people perceive time to be intertwined with space. Western consumers, in particular, visualize time on a horizontal spatial axis, with past events on the left and future events on the right. . . . Integrating cognitive linguistics, time psychology, and intertemporal choice . . . five studies [demonstrate] that when choices are displayed horizontally (vs. vertically), consumers more steeply discount future outcomes. . . . horizontal (vs. vertical) temporal displays enhance the amount of attention devoted to considering the time delay and lead consumers to overestimate how long it will take to receive benefits.”

Marisabel Romero, Adam Craig, and Anand Kumar. 2019.   “Mapping Time:  How the Spatial Representation of Time Influences Intertemporal Choices.”  Journal of Marketing Research, vol. 56, no. 4, pp. 620-636, DOI: 10.1177/0022243719827967