Seven studies test the hypothesis that people use subjective time progression in hedonic evaluation. When people believe that time has passed unexpectedly quickly, they rate tasks as more engaging, noises as less irritating, and songs as more enjoyable. We propose that felt time distortion...

Consumers are influenced by the metaphoric relationship between cardinal direction and vertical position (i.e., quot;north is upquot;). People think it will take longer to travel north than south (Study 1), that it will cost more to ship to a northern than to a southern location (Studies 2 and...