Featured Research

from universities, journals, and other organizations

Our memory of time is shortened when we believe products and events are related

Date:
January 20, 2010
Source:
University of Chicago Press Journals
Summary:
When we believe two events are connected -- such as drinking caffeine and getting a burst of energy -- we tend to compress time, according to a new study.

When we believe two events are connected -- such as drinking caffeine and getting a burst of energy -- we tend to compress time, according to a new study in the Journal of Consumer Research.

"People sometimes feel the effect of product consumption almost instantaneously -- within an unrealistically short time after consumption," writes author David Faro (London Business School). "Such placebo-like effects are typically attributed to conditioning, wishful thinking, or expectations about product efficacy. The present research shows such effects can also occur because, under some conditions, people are prone to underestimate the time-to-onset of products they have used in the past."

In one of the author's experiments, participants first listened to music and later took part in a creativity task. Half of the participants were then told the music they had listened to earlier enhanced creativity; the rest were not given that information. "When asked to recollect the amount of time that elapsed between listening to music and the creativity task, the first group thought that the time was significantly shorter," Faro writes. "Hence, even though both groups had (on average) the same experience with the music and with the creativity task, believing that the two things were related made participants connect them more closely in time."

In a second experiment, participants first chewed a stick of gum and then took part in an attention-related task. Later in the study they were told that chewing gum increases attention. In that case, participants who considered only the gum as a cause for increased attention gave shorter estimates of time-to-onset than other participants who also considered another contributing cause: practice with the task. On a later occasion, the participants said they experienced the gum's effect earlier and they were less interested in trying a competing product.

"These experiments show that our recollections of how long products took to have an effect on us when we have used them in the past are intertwined with our beliefs in their causal role," the author concludes.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. David Faro. Changing the Future by Reshaping the Past: The Influence of Causal Beliefs on Estimates of Time-to-Onset. Journal of Consumer Research, In print August 2010/online Jan 2010

Cite This Page:

University of Chicago Press Journals. "Our memory of time is shortened when we believe products and events are related." ScienceDaily. ScienceDaily, 20 January 2010. <www.sciencedaily.com/releases/2010/01/100119111053.htm>.
University of Chicago Press Journals. (2010, January 20). Our memory of time is shortened when we believe products and events are related. ScienceDaily. Retrieved July 29, 2014 from www.sciencedaily.com/releases/2010/01/100119111053.htm
University of Chicago Press Journals. "Our memory of time is shortened when we believe products and events are related." ScienceDaily. www.sciencedaily.com/releases/2010/01/100119111053.htm (accessed July 29, 2014).

Share This




More Mind & Brain News

Tuesday, July 29, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

It's Not Just Facebook: OKCupid Experiments With Users Too

It's Not Just Facebook: OKCupid Experiments With Users Too

Newsy (July 29, 2014) If you've been looking for love online, there's a chance somebody has been looking at how you're looking. Video provided by Newsy
Powered by NewsLook.com
How Your Face Can Leave A Good Or Bad First Impression

How Your Face Can Leave A Good Or Bad First Impression

Newsy (July 29, 2014) Researchers have found certain facial features can make us seem more attractive or trustworthy. Video provided by Newsy
Powered by NewsLook.com
Losing Sleep Leaves You Vulnerable To 'False Memories'

Losing Sleep Leaves You Vulnerable To 'False Memories'

Newsy (July 27, 2014) A new study shows sleep deprivation can make it harder for people to remember specific details of an event. Video provided by Newsy
Powered by NewsLook.com
University Quiz Implies Atheists Are Smarter Than Christians

University Quiz Implies Atheists Are Smarter Than Christians

Newsy (July 25, 2014) An online quiz from a required course at Ohio State is making waves for suggesting atheists are inherently smarter than Christians. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins