Frame Waiting Periods in Calendar Dates

Suppose that it takes 6 days to deliver your product.

Frame this duration in calendar dates (e.g., Jan 1 to Jan 6)

Days-of-the-week feels longer because it has a longer relative length:

• Jan 1 to Jan 6. 15% of the month.
• Monday to Saturday. 85% of the week.

How to Apply

• Frame Negative Times in Calendar Dates. Shipping delay, construction, detours.
• Frame Positive Times in Days-of-the-Week. Vacations, conferences, festivals.

• Sokolova, T. (2023). Days-of-the-week Effect in Temporal Judgments. Journal of Consumer Research, 50(1), 167-189.