What does this research mean for the field?

Describing time with both a larger and a smaller unit, rather than a larger unit alone, increases perceived duration by shifting people's mental representation toward more numerous, smaller units. Novelty: ClaimNovelty.NOVEL_FINDING. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To investigate whether describing temporal intervals using a combination of larger and smaller units alters duration perception and downstream decision-making compared to using larger units alone.

September 8, 2026Journal of Marketing Research

EXPRESS: Every Minute Counts: The Added-Unit Effect In Time Perception

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Authors

TSTatiana; id_orcid 0000-0001-6337-1800 Sokolova DSDeepak Sirwani MGMaximilian Gaerth

Discussion

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Overview

Experimental analysis demonstrates that pairing smaller time units with larger units inflates perceived duration in consumer evaluations, indicating unit granularity biases temporal judgments.

Key Points

To investigate whether describing temporal intervals using a combination of larger and smaller units alters duration perception and downstream decision-making compared to using larger units alone.
Analyzed behavioral engagement data from an online course aggregator platform alongside nine pre-registered behavioral experiments.
Tested multiple unit combinations—including dates paired with hours, hours paired with minutes, and minutes paired with seconds—across scenarios evaluating course interest, product efficacy, temporal goal setting, and time–money trade-offs.
Presenting time with both a larger and smaller unit significantly increased subjective duration estimates compared to presenting time with a larger unit alone.
The added-unit effect was mediated by a shift in mental representation, whereby individuals conceptualized time as a collection of more numerous, smaller units.
Expanded duration perceptions systematically decreased interest in online courses, altered evaluations of product performance, and influenced goal pursuit and time-versus-money exchanges.

Cite This Study

Sokolova et al. (2026) studied this question.

synapsesocial.com/papers/6a9fd76758e84d0ff5b46174 https://doi.org/10.1177/00222437261488297

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September 8, 2026Journal of Marketing Research

EXPRESS: Every Minute Counts: The Added-Unit Effect In Time Perception

View Full Paper

Ask AI

Bookmark

Authors

TSTatiana; id_orcid 0000-0001-6337-1800 Sokolova DSDeepak Sirwani MGMaximilian Gaerth

Discussion

Member takes

Overview

Experimental analysis demonstrates that pairing smaller time units with larger units inflates perceived duration in consumer evaluations, indicating unit granularity biases temporal judgments.

Key Points

To investigate whether describing temporal intervals using a combination of larger and smaller units alters duration perception and downstream decision-making compared to using larger units alone.
Analyzed behavioral engagement data from an online course aggregator platform alongside nine pre-registered behavioral experiments.
Tested multiple unit combinations—including dates paired with hours, hours paired with minutes, and minutes paired with seconds—across scenarios evaluating course interest, product efficacy, temporal goal setting, and time–money trade-offs.
Presenting time with both a larger and smaller unit significantly increased subjective duration estimates compared to presenting time with a larger unit alone.
The added-unit effect was mediated by a shift in mental representation, whereby individuals conceptualized time as a collection of more numerous, smaller units.
Expanded duration perceptions systematically decreased interest in online courses, altered evaluations of product performance, and influenced goal pursuit and time-versus-money exchanges.

Cite This Study

Sokolova et al. (2026) studied this question.

synapsesocial.com/papers/6a9fd76758e84d0ff5b46174 https://doi.org/10.1177/00222437261488297

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