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November 9, 2025Journal of Marketing Research

EXPRESS: When ‘Year’ Feels near: How Year versus Length Framing Alters Time Perception and Consumer Decisions

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Authors

DSDeepak SirwaniTSTatiana SokolovaSSSuzanne Shu

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Overview

Experiments reveal that length framing improves time perception in evaluations, suggesting new strategies for enhancing customer value.

Key Points

  • Length framing enhances time perception compared to year framing, impacting consumer decisions.
  • Length framing leads to more favorable evaluations in contexts where age adds value, such as whiskey.
  • Controlled experiments combined with auction data illustrate the year–length effect and implicate the logarithmic mental number line.
  • These insights inform strategies for utilizing time framing to shape consumer behavior in various contexts.

Cite This Study

Sirwani et al. (2025) studied this question.

synapsesocial.com/papers/69253a35c0ce034ddc357acehttps://doi.org/10.1177/00222437251399115
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Time-Duration Asymmetries in Consumer Decision-Making2026
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  3. 3Days-of-the-Week Effect in Temporal Judgments2022 · 11 citations
  4. 4EXPRESS: Every Minute Counts: The Added-Unit Effect In Time Perception2026
  5. 5Nailing Down the Perceptual Explanation of the Date/Delay Effect in Temporal Discounting2026