Time estimation and orientation mediated by transient mood

Consumers' temporal judgments is rapidly coming to be recognized as a central issue in consumer behavior research. This article reports two experiments on the impact of temporary affective states on consumers' temporal judgements. In accordance with the study's hypotheses, both experiments demonstrated strong effects of mood on subjects' time perception and orientation. The findings were confirmed across two different mood-inducing manipulations and were interpreted as supporting the general theoretical foundation of the mediating roles of affective states on consumer's temporal judgements. The implications of the results for consumer behavior research and marketing practice are discussed.