Time warp: why uncertainty affects how we perceive time

“When people are anticipating uncertain future events, time tends to feel longer than when they are anticipating more certain future events,” says Sam Maglio, an assistant professor at U of T Scarborough’s department of management and the Rotman School of Management.

Maglio, along with Cherrie Kwok, a psychology undergraduate at 91�Թ� Scarborough, looked at how uncertainty affects time perception using something called the return-trip phenomenon.

The return-trip phenomenon reveals that outbound journeys tend to feel longer than similar inbound journeys. A big reason for the effect, notes Maglio, comes down to the uncertainty involved in an outbound trip.

“People tend to go to places that are more uncertain," he says. "You start off at home, a place you’re familiar with, then you go out where any number of things can happen.”

According to past research, uncertainty for a future event might make time feel longer because the uncertainty of what may happen increases the intensity of the emotion being felt, regardless of whether you're anticipating something negative or positive.

“Uncertainty makes an emotional experience more intense, and the more intense the experience, the longer time tends to feel,” says Maglio, whose past research has focused on dynamic movement. “So if we want time to feel longer, we should build in uncertainty. If we want to make time feel shorter, then we should remove uncertainty from the equation.”

Research also shows sound can be associated with distance

So what about the routine trips we take all the time, is there something we can do to make the time go by quicker?

Maglio says an important thing to keep in mind is that when you’re not thinking about the passage of time, it seems to go by a lot faster.

“Instead of focusing on the future and going over the countless iterations of what could happen when you get there, if you listen to an engaging podcast or talk about a different topic with your travel companion, it will feel that time is going by quickly,” he says.

The research is available online and will be published in the Journal of Experimental Psychology.

What’s the likelihood of THAT happening?

lavende4 — Tue, 21 Jun 2016 15:11:48 +0000

What’s the likelihood of THAT happening? lavende4 Tue, 06/21/2016 - 11:11

Cutline

Sam Maglio: changes in probability shape people’s willingness to think, spend, choose and take action (Ken Jones photo)

Don Campbell

Author legacy

Don Campbell

Topic

Rotman School of Management

Sam Maglio

Marketing

Psychology

Subheadline

91�Թ�’s Sam Maglio explains why an increase in probability feels riskier than a decrease

Probability estimates are constantly changing. A 20 per cent chance of rain suddenly goes to 30 per cent and we start thinking about packing an umbrella.

But how differently do we react when a forecast goes from a 40 per cent chance of rain down to 30? According to a new 91�Թ� study, the probability of something happening can feel more or less likely to happen depending on an upward or downward change in an estimate.

“We wanted to know if the likelihood of a future event being revised up to 30 per cent would feel more likely to happen than it being revised down to 30 per cent,” says Sam Maglio, an assistant professor of marketing at 91�Թ� Scarborough and the Rotman School of Management.

“If the latest estimate is 30 per cent, then it’s equally likely to go up or down or stay flat, but we have a tendency to perceive momentum – if things have gone up, we assume the trend will continue.”

The research, which will be published in the Journal of Personality and Social Psychology, falls under the realm of subjective probability, also known as likelihood or risk. While past research has looked at how people interpret single estimates of the probability for a future event, the focus of Maglio’s research was on how estimates change over time.

In the past Maglio has explored the psychology of distance including how certain sounds can be associated with nearness and others with distance, and also how the direction people are heading can influence how they think about an object or event.

For this research Maglio and his co-author used a series of 10 studies involving uncertain events such as weather, climate change, sex, sports and wine quality to test how people perceive changes in probability. They found that upward changes in probability (i.e.: 20 per cent up to 30 per cent) cause events to feel closer and more likely than downward changes.

“It all stems from a common belief that a revision in probability signals a trend, reflecting what is known as psychological momentum,” says Maglio. “It simply means that people often conclude that trends will continue in a given direction.”

What’s more, Maglio says, people’s behaviour regarding those events changed despite the revised probability being the same. In one study, people at a farmers market were asked to choose between two free bottles of wine. One bottle was less expensive but was said to have no risk of contamination, while the other was more expensive but had a 15 per cent chance of being corked. People were more willing to take a risk on a bottle that went from a 20 per cent risk down to 15 than one that went from 10 per cent up to 15.

“This reflects that changes in probability shape people’s willingness to think, spend, choose and take action regarding those events,” says Maglio.

Maglio says the lesson here for marketers or brand managers is they may want, where possible, to focus on the message that a product or an event is on an upward trend. But if you’re in the not-so-desirable position of talking about something in decline, the best approach may be to focus on only the most recent estimate and not its downward trend or to assure consumers that the trend is not meaningful.

It also sheds light on how revising the probability for a future event changes how people manage those events.

“It’s human nature to think and wonder about the future, and that bleeds into decisions being made in the present,” he says.

“It’s important to know that there’s more to an event feeling riskier or more likely to happen than that event actually being riskier or more likely to happen.”

Sam Maglio

Time warp: why uncertainty affects how we perceive time

Read more of Assistant Professor Sam Maglio's probability research

Research also shows sound can be associated with distance

What’s the likelihood of THAT happening?