Time warp: How marketers express time can affect what consumers buy
Peer-Reviewed Publication
Updates every hour. Last Updated: 2-Jun-2026 14:16 ET (2-Jun-2026 18:16 GMT/UTC)
Which feels further back in time: the year 2016, or 10 years ago? And which feels closer: 2036, or 10 years from now? Questions like these are key to a fascinating new UBC Sauder study that explores people’s perception of time, and how expressing it in different ways can impact consumer choices.
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