The role of affect in consumers' temporal judgments

The role of time and mood as consumer behavior constructs has seen increasing independent attention over the past several years. Two studies on the impact of transient affective states on consumers' temporal judgments are reported. In accordance with the research hypotheses, both studies demonstrated strong mood effects on subject's time perception and orientation. The findings were validated across two different mood‐inducing manipulations and supported the general theoretical foundation of the mediating roles of affective states on consumers' temporal judgments. © 1993 John Wiley & Sons, Inc.