Gained Time Is Expanded: Examining the Psychological and Behavioral Consequences of Gaining Time

Gabriela N. Tonietto, Selin A. Malkoc, Kun Wang and Sam J. Maglio

Journal of the Association for Consumer Research, 2026, vol. 11, issue 3, 292 - 303

Abstract: A prevalent sense of time scarcity leads consumers to want more time. But what happens when they gain this much-desired resource? Across seven studies examining both real and hypothetical temporal gains, we find that gained time feels subjectively expanded, altering how that time is consumed. First, four studies uncover that intervals of gained time feel perceptually longer than other equivalent-length intervals of available time. This happens because consumers contrast temporal gains against an expectation of having no free time. Next, three studies examining intended and actual behavior reveal that behavior adapts to this subjective sense of expanded time. Specifically, consumers spend more time performing activities and select longer (vs. shorter) activities during gained (vs. nongained) intervals.

Date: 2026
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