Abstract
Discussions over influence of future losses or gains on subjective perception of time have been made in existing researches. However, it is found in no research the study on influence of past losses or gains on
subjective perception of time. By conducting two experiments (with adjusting the focus served as a measure mode in Experiment 1 and as a manipulation mode in Experiment 2), this study suggests that: perceived
time of future losses is shorter than that of future gains after the same time interval (H1); perceived time of past gains is shorter than that of past loses (H2), subjectively perceived time of the prevention focus
consumers for future losses is shorter than that of the promotion focus consumers after the same interval (H3); subjectively perceived time of the promotion focus consumers for past losses is shorter than that of
prevention focus consumers after the same time interval (H4); subjectively perceived time of the prevention focus consumers for future gains is shorter than that of the promotion focus consumers after the same time interval (H5); and subjectively perceived time of the promotion focus consumers for past gains is shorter than that of the prevention focus consumers after the same time interval(H6).
PEI-HSUN WU, MEI-CHING HUANG, CHIA-HSUN LIN. (2016) Role of Regulatory Focus: Influence of Loss and Gain Upon Perception of Past/Future Time, International Review of Management and Business Research, Volume 5, Issue 1.
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